Romancing the brand
Subtitle: how brands create strong, intimate relationships with customers
By: Tim Halloran
Edition: First edition.
Publisher: Jossey-Bass, A Wiley Brand
Published: 2014
Language: eng
Number of pages: 262
ISBN-13: 9781118611289
Subjects: Product management; Branding (Marketing); Customer relations
Description: A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love.How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands?In" Romancing the Brand, "branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand." Step by step, he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial "romance." Drawing on exclusive, in-depth interviews with managers of some of the world's most iconic brands, "Romancing the Brand" arms you with an arsenal of classic and emerging marketing tools--such as benefit laddering and word-of-mouth marketing--that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino's Pizza, Bounty, Turner Classic Movies, and many more.
Notes: Includes bibliographical references and index.
Table of contents: title: Romance and the brand; title: Know yourself; title: Know your type; title: Meet memorably; title: Make it mutual; title: Deepen the connection; title: Keep love alive; title: Making up; title: Breaking up and moving on.