Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

Sold by John Wiley & Sons
Free sample

A young woman tells a focus group that Diet Coke is like herboyfriend. A twenty-something tattoos the logo of Turner ClassicMovies onto his skin. These consumers aren’t just using thesebrands. They are engaging in a rich, complex, ever-changingrelationship, and they’ll stay loyal, resisting marketinggimmicks from competitors and influencing others to try the brandthey love.

How can marketers cultivate and grow the deep relationships thatearn this kind of love and drive lasting success for theirbrands?

In Romancing the Brand, branding expert Tim Halloranreveals what it takes to make consumers fall in love with yourbrand. Step by step,he reveals how to start, grow, maintain,and troubleshoot a flourishing relationship between brand andconsumer. Along the way, Halloran shares the secrets behindestablishing a mutually beneficial “romance.” Drawingon exclusive, in-depth interviews with managers of some of theworld’s most iconic brands, Romancing the Brand armsyou with an arsenal of classic and emerging marketingtools—such as benefit laddering and word-of-mouthmarketing—that make best-in-class brands so successful. Thebook is filled with examples, strategies, and tools from powerfulbrands that consumers love, including Coke, Dos Equis, smartwater,the Atlanta Falcons, Domino’s Pizza, Bounty, Turner ClassicMovies, and many more.

Ultimately, Romancing the Brand provides marketers with aset of principles for making brands strong, resilient, andbeloved—and the insight and confidence to use them.

Read more

About the author

Tim Halloran is president of Brand Illumination. He hasbuilt, directed, and consulted with some of the world's largestbrands, at top companies including Coca-Cola, Home Depot, KraftFoods, Procter & Gamble, Delta Airlines, glacéau(vitaminwater and smartwater), Georgia Pacific, the NBA, and TurnerBroadcasting System. His successes include the national launch ofPowerade sports drink and its sponsorship of the Olympics,codevelopment of Dasani bottled water, and the development ofCoke's first Internet marketing initiative. He was awardedInnovator of the Year by Coca-Cola and named Max Award Finalist forInnovation by Georgia State University. He has taught at EmoryUniversity and Mercer University, and he lives in Atlanta with hiswife and three children.
Read more

Additional Information

John Wiley & Sons
Read more
Published on
Dec 31, 2013
Read more
Read more
Read more
Read more
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
Read more
Content Protection
This content is DRM protected.
Read more
Read Aloud
Available on Android devices
Read more

Reading information

Smartphones and Tablets

Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.

Laptops and Computers

You can read books purchased on Google Play using your computer's web browser.

eReaders and other devices

To read on e-ink devices like the Sony eReader or Barnes & Noble Nook, you'll need to download a file and transfer it to your device. Please follow the detailed Help center instructions to transfer the files to supported eReaders.
Ditch the failed sales tactics, fill your pipeline, and crush your number

Fanatical Prospecting gives salespeople, sales leaders, entrepreneurs, and executives a practical, eye-opening guide that clearly explains the why and how behind the most important activity in sales and business development—prospecting.

The brutal fact is the number one reason for failure in sales is an empty pipe and the root cause of an empty pipeline is the failure to consistently prospect. By ignoring the muscle of prospecting, many otherwise competent salespeople and sales organizations consistently underperform.

Step by step, Jeb Blount outlines his innovative approach to prospecting that works for real people, in the real world, with real prospects.

Learn how to keep the pipeline full of qualified opportunities and avoid debilitating sales slumps by leveraging a balanced prospecting methodology across multiple prospecting channels.

This book reveals the secrets, techniques, and tips of top earners. You’ll learn:

Why the 30-Day Rule is critical for keeping the pipeline fullWhy understanding the Law of Replacement is the key to avoiding sales slumpsHow to leverage the Law of Familiarity to reduce prospecting friction and avoid rejectionThe 5 C’s of Social Selling and how to use them to get prospects to call youHow to use the simple 5 Step Telephone Framework to get more appointments fastHow to double call backs with a powerful voice mail techniqueHow to leverage the powerful 4 Step Email Prospecting Framework to create emails that compel prospects to respondHow to get text working for you with the 7 Step Text Message Prospecting Framework And there is so much more!

Fanatical Prospecting is filled with the high-powered strategies, techniques, and tools you need to fill your pipeline with high quality opportunities.

In the most comprehensive book ever written about sales prospecting, Jeb Blount reveals the real secret to improving sales productivity and growing your income fast. You’ll gain the power to blow through resistance and objections, gain more appointments, start more sales conversations, and close more sales.

Break free from the fear and frustration that is holding you and your team back from effective and consistent prospecting. It's time to get off the feast or famine sales roller-coaster for good!

New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
©2018 GoogleSite Terms of ServicePrivacyDevelopersArtistsAbout Google|Location: United StatesLanguage: English (United States)
By purchasing this item, you are transacting with Google Payments and agreeing to the Google Payments Terms of Service and Privacy Notice.