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Romancing the brand : how brands create strong, intimate relationships with customers / Tim Halloran ; cover design by Adrian Morgan.
- Format:
- Book
- Author/Creator:
- Halloran, Tim, 1969-
- Language:
- English
- Subjects (All):
- Branding (Marketing).
- Product management.
- Customer relations.
- Physical Description:
- 1 online resource (275 p.)
- Edition:
- First edition.
- Other Title:
- How brands create strong, intimate relationships with customers
- Place of Publication:
- San Francisco, California : Jossey-Bass, 2014.
- Language Note:
- English
- System Details:
- text file
- Summary:
- 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
- Contents:
- Romance and the brand
- Know yourself
- Know your type
- Meet memorably
- Make it mutual
- Deepen the connection
- Keep love alive
- Making up
- Breaking up and moving on.
- Notes:
- Includes bibliographical references and index.
- Includes index.
- Description based on print version record.
- ISBN:
- 9781118828977
- 1118828976
- 9781118828960
- 1118828968
- OCLC:
- 867926472
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