{"product_id":"romancing-the-brand-isbn-9781118611289","title":"Romancing the Brand","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 \u003cp\u003e1 Romance and the Brand 1\u003c\/p\u003e \u003cp\u003e2 Know Yourself 21\u003c\/p\u003e \u003cp\u003e3 Know Your Type 43\u003c\/p\u003e \u003cp\u003e4 Meet Memorably 81\u003c\/p\u003e \u003cp\u003e5 Make It Mutual 101\u003c\/p\u003e \u003cp\u003e6 Deepen the Connection 123\u003c\/p\u003e \u003cp\u003e7 Keep Love Alive 145\u003c\/p\u003e \u003cp\u003e8 Making Up 173\u003c\/p\u003e \u003cp\u003e9 Breaking Up and Moving On 197\u003c\/p\u003e \u003cp\u003eNotes 231\u003c\/p\u003e \u003cp\u003eAcknowledgments 239\u003c\/p\u003e \u003cp\u003eAbout the Author 243\u003c\/p\u003e \u003cp\u003eIndex 245\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eWinner, Business: Marketing \u0026amp; Advertising, 2014 International Book Awards\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e “Whether you are starting a new business or working on an established brand, \u003ci\u003eRo­mancing the Brand\u003c\/i\u003e reveals many critical steps for success. Tim Halloran explores the valued secrets to engaging in an ongoing, compassionate relationship with your consumer. Great read, great insight, great book!”\u003cbr\u003e \u003cb\u003e—Daymond John, founder, president, and CEO, FUBU, and costar, ABC series \u003ci\u003eShark Tank\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“We live in an era of huge changes in marketing and consumer behavior, but \u003ci\u003eRomanc­ing the Brand\u003c\/i\u003e is a reminder that passion is timeless. Brands can be successful in the long run by cultivating deep, lasting relationships with customers.”\u003cbr\u003e \u003cb\u003e—Steve Koonin, president, Turner Entertainment Networks\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Nobody knows the business of brands better than Tim Halloran. His easy-to-grasp ideas get results.”\u003cbr\u003e \u003cb\u003e—Fran Tarkenton, Pro Football Hall of Fame quarterback and serial small business entrepreneur\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eRomancing the Brand\u003c\/i\u003e provides a new and compelling lens with which to view the work necessary to keep a brand fresh and exciting. We have been able to apply many of the concepts immediately to strengthen our Popeyes brand.”\u003cbr\u003e \u003cb\u003e—Ralph Bower, president–U.S., Popeyes Louisiana Kitchen\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eRomancing the Brand\u003c\/i\u003e is an entertaining book that taps into a fundamental principle that every marketer should embrace: brands and consumers engage in a relationship. Truly world-class brands are able to grow and evolve a ‘romance,’ and that is when the magic happens.”\u003cbr\u003e \u003cb\u003e—Jeff Popkin, president, Vita Coco\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“I loved \u003ci\u003eRomancing the Brand\u003c\/i\u003e. Tim Halloran shows how the ultimate in brand equi­ty—a close, personal brand relationship—can be created, with detailed behind-the-scenes stories of brands that have pulled it off.”\u003cbr\u003e \u003cb\u003e—David Aaker, vice chairman, Prophet; professor emeritus of marketing strategy, Haas School of Business, UC Berkeley; and author, \u003ci\u003eBrand Relevance\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“A great book with insightful stories about how marketing managers develop romantic, deep, and personal relationships between the brand and the consumer.”\u003cbr\u003e \u003cb\u003e—Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eRomancing the Brand\u003c\/i\u003e shows that a brand’s strength, and ultimately its ability to generate significant talk value, lies in creating a meaningful consumer experience. People talk about—and advocate for—brands with which they have an emotional bond. Aided by entertaining stories about brands that have created ‘love affairs’ with the consumer, \u003ci\u003eRomancing the Brand\u003c\/i\u003e is an essential guide for marketers who are looking to strengthen their consumer relationships.”\u003cbr\u003e \u003cb\u003e—Ed Keller, CEO, the Keller Fay Group, and coauthor,\u003c\/b\u003e \u003cb\u003e\u003ci\u003eThe Face-to-Face Book\u003c\/i\u003e\u003c\/b\u003e \u003cb\u003eand\u003c\/b\u003e \u003cb\u003e\u003ci\u003eThe Influentials\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Emotional, educational, and effective, \u003ci\u003eRomancing the Brand\u003c\/i\u003e captures the timeless fundamentals of marketing, using contemporary examples and a framework one can relate to in a primal way. Tim Halloran shares insights that up-and-coming marketers, as well as global executives at the top of their game, will find valuable.”\u003cbr\u003e \u003cb\u003e—Dick Patton, global chief marketing officer practice leader, Egon Zehnder\u003c\/b\u003e\u003c\/p\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.   \u003c\/p\u003e\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. How 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\u003e In \u003ci\u003eRomancing the Brand\u003c\/i\u003e, branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand. 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. Ultimately, \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 \u003cp\u003e[JACKET_FLAP_COPY][\/JACKET_FLAP_COPY]\u003c\/p\u003e  \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. 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","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47989972402405,"sku":"NP9781118611289","price":27.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118611289.jpg?v=1761786081","url":"https:\/\/k12savings.com\/products\/romancing-the-brand-isbn-9781118611289","provider":"K12savings","version":"1.0","type":"link"}