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Although American companies spend a staggering $500 billion on advertising annually, many fail to establish an emotional connection with consumers. Married to the Brand examines why some companies develop this most desirable consumer connection, and why others don't. Using Gallup's 60 years of global consumer data and tons of consumer stories, William McEwen shows that many marketers are great at wooing a "first date" with consumers, but only the best can create a lasting marriage between buyer and brand. The book explores how emotions such as confidence, integrity, pride, and passion can make consumers want to stand by a brand, and shows how skillful brand management can keep a consumer-brand marriage fresh and satisfying. Tools to rate Engagement Potential and Customer Engagement are also provided, allowing marketers to quickly and objectively rate their own brand's performance.
Posted December 11, 2008
Why do some people drive an extra mile for a cup of Dunkin¿ Donuts coffee, fly only on JetBlue, or use Dial soap year after year? According to author William J. McEwen, it¿s because they are ¿married to the brand.¿ They feel an emotional connection that goes far beyond simply liking the product. These ¿brand marriages¿ can translate into a substantial increase in profits for your company. However, in spite of a plethora of customer loyalty and customer satisfaction programs, most hard-working brand managers fall short of tying the knot. In other words, they¿re flirting with customers and may even go on several dates, but they¿re not leading them to the brand altar to get hitched in permanent commercial bliss. In this work, McEwen explores the emotional link between customers and brands, and offers a variety of recommendations based on research conducted by his employer, the Gallup Organization. getAbstract suggests this book to brand managers or marketers who are ready to make a meaningful and emotional commitment ¿ to your customers, that is ¿ and who don¿t mind tracking the marital metaphor all the way to market.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted August 3, 2008
This innovative and scientific book examines the phenomenon of emotional branding.This text is useful especially for anyone working in the field of branding, social psychology or/and anthropology. It covers the fundamental areas of the brand building process, focusing mainly on how to create strong ¿brand-consumer¿ relationships. These emotional bonds keep brands alive. Only systematic and rigorous strategy aimed at enhancing these bonds can lead to sustained ¿love affair¿ between consumers and brands. This book brings together a selection of fascinating theories and proofs - which all are based on thorough research studies. Using a relaxed plain-talk, McEwan provides extremely scientific ¿handbook of consumer behavior¿.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted December 19, 2005
A thoroughly enjoyable and illuminating read, Dr. McEwen dispells the myths behind brand marketing by telling the true stories of consumers' experiences therewith. This is a truly engaging and fascinating read for anyone curious about Disney's or Coca Cola's stranglehold on the market, or just for anyone curious to learn how the market has shaped their own habits. Truly, this is the best book I've read in recent memory!Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.