{"product_id":"romancing-the-brand-how-brands-create-strong-intimate-relationships-with-consumers-9781118611289","title":"Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers","description":"\u003cp\u003eA 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.\u003c\/p\u003e \u003cp\u003eHow can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands?\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eRomancing the Brand, \u003c\/i\u003e branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand\u003ci\u003e.\u003c\/i\u003e Step by step, he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial \"romance.\" Drawing on exclusive, in-depth interviews with managers of some of the world's most iconic brands, \u003ci\u003eRomancing the Brand\u003c\/i\u003e arms you with an arsenal of classic and emerging marketing tools--such as benefit laddering and word-of-mouth marketing--that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino's Pizza, Bounty, Turner Classic Movies, and many more.\u003c\/p\u003e \u003cp\u003eUltimately, \u003ci\u003eRomancing the Brand\u003c\/i\u003e provides marketers with a set of principles for making brands strong, resilient, and beloved--and the insight and confidence to use them.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eTIM HALLORAN\u003c\/b\u003e is president of Brand Illumination. He has built, directed, and consulted with some of the world's largest brands, at top companies including Coca-Cola, Home Depot, Kraft Foods, Procter \u0026amp; Gamble, Delta Airlines, glacéau (vitaminwater and smartwater), Georgia Pacifi c, the NBA, and Turner Broadcasting System. His successes include the national launch of Powerade sports drink and its sponsorship of the Olympics, codevelopment of Dasani bottled water, and the development of Coke's fi rst Internet marketing initiative. He was awarded Innovator of the Year by Coca-Cola and named Max Award Finalist for Innovation by Georgia State University. He has taught at Emory University and Mercer University, and he lives in Atlanta with his wife and three children.\u003cbr\u003e\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":50332465627410,"sku":"9781118611289","price":20.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_2043fb15-67c6-43d4-a3d4-7508238b0016.jpg?v=1727837900","url":"https:\/\/surprise-castle.myshopify.com\/products\/romancing-the-brand-how-brands-create-strong-intimate-relationships-with-consumers-9781118611289","provider":"Surprise Castle","version":"1.0","type":"link"}