Romancing the Brand

Romancing the Brand

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Halloran, Tim Jossey-Bass, 2014 Audio summary available
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IN THIS SUMMARY

The strength of any brand depends on its emotional connection with the purchaser. This emotional connection is very similar to a romantic relationship and carries with it the same investments and risks. In order to romance a brand, the seller must generate a meaningful customer experience that generates broad brand loyalty, talk value, and consumer advocacy. This approach to marketing embraces the primal power of deep, personal psychology with the profitability of global sales. In Romancing the Brand, Tim Halloran helps marketers bring about greater intimacy between their products and consumers.