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, 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 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 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.… (more)
Although American companies spend a staggering $500 billion on advertising annually, many fail to establish an emotional connection with consumers. Married to the Brand examines why some companies develop this most desirable consumer connection, and why others don't. Using Gallup's 60 years of global consumer data and tons of consumer stories, William McEwen shows that many marketers are great at wooing a "first date" with consumers, but only the best can create a lasting marriage between buyer and brand. The book explores how emotions such as confidence, integrity, pride, and passion can make consumers want to stand by a brand, and shows how skillful brand management can keep a consumer-brand marriage fresh and satisfying. Tools to rate Engagement Potential and Customer Engagement are also provided, allowing marketers to quickly and objectively rate their own brand's performance.