Packed with stories and compelling discoveries from an impressive
worldwide consumer database, Married to the Brand reveals why consumers
bond with some brands -- but not others. Looking through the
all-important eyes of the consumer, it shows what companies must do to
build enduring and profitable brand relationships.
Companies spend millions of dollars every year trying to court
consumers. They invest in flashy advertising, celebrity endorsements,
loyalty programs, websites ... 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 they
too often 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 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.
