内容简介
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.