The Righteous Brand: Consumer Brand Relationships in a Polarized World

Bringing order to the chaos of modern brand marketing, the second edition of Brand Love Is Not Enough combines an intuitive model of how consumers relate to brands, with an up-to-the-moment analysis of how brands are both victims and players in today’s raging culture wars.

Brand management now has to reach beyond traditional marketing objectives in order to encompass identity politics and corporate purpose. But with no grounding or guidance, marketers are swinging wildly from virtue signalin...