Companies spend millions of dollars every year trying to court consumers. They invest in flashy advertising, celebrity endorsements, loyalty programs, Web sites . . . you name it. And they spend millions more trying to build their businesses through elaborate "relationship management" software.
The result? Most marketers still aren't emotionally connecting with consumers.
Sure, their strategies may draw raves, and their ads may win impressive awards at Cannes. They may even raise their brand awareness. But too often, they fail to build enduring brand relationships. Put another way: Many marketers are great at wooing a "first date" with consumers -- yet lousy at creating a lasting marriage between buyer and brand.
Married to the Brand tells the story of what makes profitable brand relationships work -- through the eyes of the consumer, not the marketer. Packed with stories and compelling discoveries from a worldwide consumer database, this book explores why people bond with some brands and not others.
Emotions aren't simply warm, fluffy concepts. According to Married to the Brand, which draws on 60 years of Gallup Organization research into consumer psychology, emotional connections can be measured and managed. Married to the Brand shows you how. This is a must-read for profit-obsessed marketers everywhere -- from the boardroom, where strategies are formulated, to the front lines, where employees "live" the brand every day.
About the Author
William J. McEwen, Ph.D., consults on brand communications and brand equity management. He spent 25 years in senior planning and account management positions with leading advertising agencies, including McCann-Erickson, FCB, and D'Arcy.