A young woman tells a focus group that Diet Coke is like herboyfriend. A twenty-something tattoos the logo of Turner ClassicMovies onto his skin. These consumers aren’t just using thesebrands. They are engaging in a rich, complex, ever-changingrelationship, and they’ll stay loyal, resisting marketinggimmicks from competitors and influencing others to try the brandthey love.
How can marketers cultivate and grow the deep relationships thatearn this kind of love and drive lasting success for theirbrands?
In Romancing the Brand, branding expert Tim Halloranreveals what it takes to make consumers fall in love with yourbrand. Step by step,he reveals how to start, grow, maintain,and troubleshoot a flourishing relationship between brand andconsumer. Along the way, Halloran shares the secrets behindestablishing a mutually beneficial “romance.” Drawingon exclusive, in-depth interviews with managers of some of theworld’s most iconic brands, Romancing the Brand armsyou with an arsenal of classic and emerging marketingtools—such as benefit laddering and word-of-mouthmarketing—that make best-in-class brands so successful. Thebook is filled with examples, strategies, and tools from powerfulbrands that consumers love, including Coke, Dos Equis, smartwater,the Atlanta Falcons, Domino’s Pizza, Bounty, Turner ClassicMovies, and many more.
Ultimately, Romancing the Brand provides marketers with aset of principles for making brands strong, resilient, andbeloved—and the insight and confidence to use them.
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About the Author
Tim Halloran is president of Brand Illumination. He hasbuilt, directed, and consulted with some of the world's largestbrands, at top companies including Coca-Cola, Home Depot, KraftFoods, Procter & Gamble, Delta Airlines, glacéau(vitaminwater and smartwater), Georgia Pacific, the NBA, and TurnerBroadcasting System. His successes include the national launch ofPowerade sports drink and its sponsorship of the Olympics,codevelopment of Dasani bottled water, and the development ofCoke's first Internet marketing initiative. He was awardedInnovator of the Year by Coca-Cola and named Max Award Finalist forInnovation by Georgia State University. He has taught at EmoryUniversity and Mercer University, and he lives in Atlanta with hiswife and three children.
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
About the Author 243
Most Helpful Customer Reviews
You know marketing is difficult because a lot of people spend a lot of time and money trying to create systems for it. Books are written, seminars given, entire MBA programs developed around the idea that if we just refined the process more, added a little more data, a few more apps, we could eventually shove whatever we wanted into one end and out the other would come work that would get people to buy our product. It is a dream whose appeal I completely understand. It is the appeal of the quantifiable. The knowable. The repeatable. It is, if nothing else, the appeal of the chance that I might be able to push all this messy emotional stuff off my desk and actually get done some of the other 10,000 things clogging up my calendar – or, God forbid, go home before dark and see my family before they’ve all graduated college. Believe me, I get this. I just don’t think it’s possible. I realize this is not a popular position. For I have had arguments about it with friends who are smarter and more successful than I am. And with MBA students I teach, who will go on to run large brands at large companies. And with CMOs and other clients at large companies. So maybe I’m wrong. But if I am, so, it would appear, is Tim Halloran, whose book, Romancing the Brand, puts forth (to read the rest of this review, please visit http://the-agency-review.com/romancing-the-brand)
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