Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers [NOOK Book]

Overview

The must-have guide for convincing consumers to fall in love with your brand

As consumers, we don't just use brands—we engage in a rich, complex, ever-changing relationship with them. Seasoned marketers of the most successful brands know that consumers who feel emotionally connected to a brand stay loyal, resist marketing gimmicks from competitors, and influence others to try the brand they love. How can marketers work to cultivate and grow ...

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Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

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Overview

The must-have guide for convincing consumers to fall in love with your brand

As consumers, we don't just use brands—we engage in a rich, complex, ever-changing relationship with them. Seasoned marketers of the most successful brands know that consumers who feel emotionally connected to a brand stay loyal, resist marketing gimmicks from competitors, and influence others to try the brand they love. How can marketers work to cultivate and grow those consumer relationships that will drive lasting success for their brands?

Romancing the Brand shows how to start, grow, maintain, and troubleshoot a successful relationship between brand and consumer, sharing 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, Tim Halloran shares the arsenal of classic and emerging marketing tools—such as benefit laddering and word-of-mouth marketing—that make best-in-class brands successful. He also reveals what most marketers are missing in their quest to master new techniques such as social media and big data. Ultimately, Romancing the Brand provides marketers with a new roadmap for making brands strong and resilient and keeping consumers coming back for more.

  • Offers a relevant set of principles for fostering long-lasting brand-consumer relationships within a rapidly evolving marketing landscape
  • Includes strategies, tools, and real-life examples of successful brands, such as Coke and Dos Equis, that continue to engage their consumer base
  • Written by Timothy Halloran, a branding expert and consultant with over 20 years of brand management experience as president of Brand Illumination and marketing instructor at Mercer and Emory University

Romancing the Brand gives marketers an insightful guide to creating and maintaining a loyal following for their brand.

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Editorial Reviews

From the Publisher

Winner, Business: Marketing & Advertising, 2014 International Book Awards

“Whether you are starting a new business or working on an established brand, Ro­mancing the Brand reveals many critical steps for success. Tim Halloran explores the valued secrets to engaging in an ongoing, compassionate relationship with your consumer. Great read, great insight, great book!”
—Daymond John, founder, president, and CEO, FUBU, and costar, ABC series Shark Tank

“We live in an era of huge changes in marketing and consumer behavior, but Romanc­ing the Brand is a reminder that passion is timeless. Brands can be successful in the long run by cultivating deep, lasting relationships with customers.”
—Steve Koonin, president, Turner Entertainment Networks

“Nobody knows the business of brands better than Tim Halloran. His easy-to-grasp ideas get results.”
—Fran Tarkenton, Pro Football Hall of Fame quarterback and serial small business entrepreneur

Romancing the Brand provides a new and compelling lens with which to view the work necessary to keep a brand fresh and exciting. We have been able to apply many of the concepts immediately to strengthen our Popeyes brand.”
—Ralph Bower, president–U.S., Popeyes Louisiana Kitchen

Romancing the Brand is an entertaining book that taps into a fundamental principle that every marketer should embrace: brands and consumers engage in a relationship. Truly world-class brands are able to grow and evolve a ‘romance,’ and that is when the magic happens.”
—Jeff Popkin, president, Vita Coco

“I loved Romancing the Brand. Tim Halloran shows how the ultimate in brand equi­ty—a close, personal brand relationship—can be created, with detailed behind-the-scenes stories of brands that have pulled it off.”
—David Aaker, vice chairman, Prophet; professor emeritus of marketing strategy, Haas School of Business, UC Berkeley; and author, Brand Relevance

“A great book with insightful stories about how marketing managers develop romantic, deep, and personal relationships between the brand and the consumer.”
—Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University

Romancing the Brand shows that a brand’s strength, and ultimately its ability to generate significant talk value, lies in creating a meaningful consumer experience. People talk about—and advocate for—brands with which they have an emotional bond. Aided by entertaining stories about brands that have created ‘love affairs’ with the consumer, Romancing the Brand is an essential guide for marketers who are looking to strengthen their consumer relationships.”
—Ed Keller, CEO, the Keller Fay Group, and coauthor, The Face-to-Face Book and The Influentials

“Emotional, educational, and effective, Romancing the Brand captures the timeless fundamentals of marketing, using contemporary examples and a framework one can relate to in a primal way. Tim Halloran shares insights that up-and-coming marketers, as well as global executives at the top of their game, will find valuable.”
—Dick Patton, global chief marketing officer practice leader, Egon Zehnder

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Product Details

  • ISBN-13: 9781118828977
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 12/31/2013
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 272
  • Sales rank: 623,936
  • File size: 883 KB

Meet the Author

Tim Halloran is president of Brand Illumination. He has built, directed, and consulted with some of the world's largest brands, at top companies including Coca-Cola, Home Depot, Kraft Foods, Procter & Gamble, Delta Airlines, glacéau (vitaminwater and smartwater), Georgia Pacific, the NBA, and Turner Broadcasting System. His successes include the national launch of Powerade sports drink and its sponsorship of the Olympics, codevelopment of Dasani bottled water, and the development of Coke's first Internet marketing initiative. He was awarded Innovator of the Year by Coca-Cola and named Max Award Finalist for Innovation by Georgia State University. He has taught at Emory University and Mercer University, and he lives in Atlanta with his wife and three children.
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Table of Contents

1 Romance and the Brand 1

2 Know Yourself 21

3 Know Your Type 43

4 Meet Memorably 81

5 Make It Mutual 101

6 Deepen the Connection 123

7 Keep Love Alive 145

8 Making Up 173

9 Breaking Up and Moving On 197

Notes 231

Acknowledgments 239

About the Author 243

Index 245

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Customer Reviews

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Sort by: Showing 1 Customer Reviews
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