Romancing the Brand
Tim Halloran
Wiley
<p><b>The must-have guide for convincing consumers to fall in love with your brand</b><p>As consumers, we don't just use brands&#8212;we engage in a rich, complex, ever-changing relationship with them. Seasoned marketers of the most successful brands know that consumers who feel emotionally connected to a brand stay loyal, resist marketing gimmicks from competitors, and influence others to try the brand they love. How can marketers work to cultivate and grow those consumer relationships that will drive lasting success for their brands?<p><i>Romancing the Brand</i> shows how to start, grow, maintain, and troubleshoot a successful relationship between brand and consumer, sharing 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, Tim Halloran shares the arsenal of classic...<p><i>The EPUB format of this title may not be compatible for use on all handheld devices.</i></p>