Download Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers AudioBook Free
A young woman tells a target group that Diet Coke is similar to her sweetheart. A twenty-something tats the logo design of Turner Old classic Videos onto his epidermis. These consumers aren't just using these brands. They may be engaging in a rich, complex, ever-changing relationship, and they're going to stay devoted, resisting marketing gimmicks from rivals and influencing others to try the brand they love. How do marketers cultivate and develop the deep connections that earn this type of love and drive prolonged success for his or her brands? In Romancing the Brand, branding expert Tim Halloran discloses what it takes to make consumers show up in love with your brand. Step by step, he reveals how to start, develop, maintain, and troubleshoot a successful relationship between brand and consumer. On the way, Halloran stocks the secrets behind establishing a mutually beneficial "romance." Drawing on exclusive, in-depth interviews with professionals of a few of the world's most iconic brands, Romancing the Brand arms you with an arsenal of basic and rising marketing tools-such as gain laddering and word-of-mouth marketing-that make best-in-class brands so successful. The e book is filled up with illustrations, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, Smartwater, the Atlanta Falcons, Domino's Pizza, Bounty, Turner Old classic Movies, and many more. Inevitably, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved-and the perception and self confidence to utilize them.
