Romancing the Brand

How Brands Create Strong, Intimate Relationships with Consumers

Business & Finance, Marketing & Sales
Cover of the book Romancing the Brand by Tim Halloran, Wiley
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Tim Halloran ISBN: 9781118828977
Publisher: Wiley Publication: December 31, 2013
Imprint: Jossey-Bass Language: English
Author: Tim Halloran
ISBN: 9781118828977
Publisher: Wiley
Publication: December 31, 2013
Imprint: Jossey-Bass
Language: English

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.

Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.

More books from Wiley

Cover of the book Photosynthesis in the Marine Environment by Tim Halloran
Cover of the book GIS Based Chemical Fate Modeling by Tim Halloran
Cover of the book Using the Project Management Maturity Model by Tim Halloran
Cover of the book Building 21st Century Entrepreneurship by Tim Halloran
Cover of the book Schneier on Security by Tim Halloran
Cover of the book John Bogle on Investing by Tim Halloran
Cover of the book A Companion to Literature, Film, and Adaptation by Tim Halloran
Cover of the book Heterogeneous Networks in LTE-Advanced by Tim Halloran
Cover of the book Emil Brunner by Tim Halloran
Cover of the book 75th Conference on Glass Problems by Tim Halloran
Cover of the book Mastering the World of Selling by Tim Halloran
Cover of the book Veterinary Anesthesia and Analgesia by Tim Halloran
Cover of the book Chemically Reacting Flow by Tim Halloran
Cover of the book The Advanced Practice Registered Nurse as a Prescriber by Tim Halloran
Cover of the book Introduction to Probability and Statistics for Ecosystem Managers by Tim Halloran
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy