Romancing the Brand

Tim Halloran, "Romancing the Brand"
English | ISBN: 1118611284 | 2013 | 272 pages | EPUB | 854 KB
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love.