By Tim Halloran
A younger girl tells a spotlight crew that vitamin Coke is like her boyfriend. A twenty-something tattoos the emblem of Turner vintage video clips onto his pores and skin. those shoppers aren’t simply utilizing those manufacturers. they're undertaking a wealthy, advanced, ever-changing dating, and they’ll remain dependable, resisting advertising and marketing gimmicks from rivals and influencing others to attempt the emblem they love.
How can retailers domesticate and develop the deep relationships that earn this type of love and force lasting good fortune for his or her brands?
In Romancing the Brand, branding specialist Tim Halloran finds what it takes to make shoppers fall in love along with your brand. Step via step,he finds tips to begin, develop, hold, and troubleshoot a flourishing courting among model and purchaser. alongside the way in which, Halloran stocks the secrets and techniques in the back of constructing a at the same time necessary “romance.” Drawing on particular, in-depth interviews with managers of a few of the world’s so much iconic manufacturers, Romancing the Brand palms you with an arsenal of vintage and rising advertising and marketing tools—such as gain laddering and word-of-mouth marketing—that make best-in-class manufacturers such a success. The publication is full of examples, options, and instruments from robust manufacturers that buyers love, together with Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino’s Pizza, Bounty, Turner vintage videos, and plenty of more.
Ultimately, Romancing the Brand presents agents with a suite of rules for making manufacturers powerful, resilient, and beloved—and the perception and self belief to take advantage of them.