Married to the Brand: Why Consumers Bond with Some Brands for Life
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Companies spend millions every year courting consumers and trying to build their business using flashy advertising, celebrity endorsements, loyalty programs and elaborate “relationship management” software. They may get rave reviews, win impressive awards and even raise brand awareness. But most marketers still aren’t emotionally connecting with consumers. Many are great at wooing a “first date” — but lousy at creating a lasting marriage between buyer and brand. Decades of Gallup’s research into consumer psychology finds that emotional connections between the buyer and the brand can be measured and managed. 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 compelling stories and discoveries from a worldwide consumer database, this book explores why people bond with some brands and not others. If you’re a marketer who wants to win, this book is essential.