By Tim Halloran
A younger lady tells a spotlight staff that nutrition Coke is like her boyfriend. A twenty-something tattoos the brand of Turner vintage videos onto his dermis. those shoppers aren’t simply utilizing those manufacturers. they're conducting a wealthy, advanced, ever-changing dating, and they’ll remain dependable, resisting advertising gimmicks from rivals and influencing others to aim the emblem they love.
How can agents 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 by way of step,he finds find out how to commence, 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 jointly worthy “romance.” Drawing on specific, in-depth interviews with managers of a few of the world’s so much iconic manufacturers, Romancing the Brand fingers 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, techniques, and instruments from strong manufacturers that buyers love, together with Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino’s Pizza, Bounty, Turner vintage video clips, and plenty of more.
Ultimately, Romancing the Brand presents dealers with a suite of ideas for making manufacturers powerful, resilient, and beloved—and the perception and self assurance to take advantage of them.