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Romancing the Brand: How Brands Create Strong, Intimate Relationships with ConsumersBy Tim Halloran
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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.
How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands?
In Romancing the Brand, 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, Romancing the Brand 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, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.
- Sales Rank: #420543 in Books
- Published on: 2014-01-07
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .98" w x 6.30" l, 1.01 pounds
- Binding: Hardcover
- 272 pages
Amazon.com Review
Q&A with the Author
How would you define an intimate consumer relationship?
I like to think of it as a romance -- a relationship in which both parties are dependent upon one another. The consumer relies on the brand's functional, emotional, and social benefits, and the brand relies on the consumer's loyalty and word-of-mouth to praise the brand to friends, family, and colleagues.
What makes customers fall in love with brands?
Consumers must feel like a brand is truly designed for them as a "brand for me." The brand has to meet their needs, and the brand's personality has to be appealing enough to inspire a sense of attachment. As marketers, we must treat our consumer like we would treat a prospective girlfriend or boyfriend. We need to make them feel special, create a meaningful experience with them every time we interact, and communicate honestly and often.
Why is the context in which we "meet" a branded product or service important?
"Meeting memorably" is incredibly important! If the consumer's first encounter isn't an impressive experience, it is unlikely that the consumer will return to the brand. Think about your own relationships. For you to have any ongoing interest in someone else, something about that individual has to connect during the initial meeting, or else why would you bother spending any more time together?
Is an emotionally-based relationship with the consumer possible for any product?
Yes! There are only so many functional benefits that a category can have--in many cases, the only way you can differentiate your brand from competition is emotionally. Your consumer might be using your brand for a functional reason, but that doesn't mean the brand isn't doing something to touch their emotions. We are emotional people and view our world through an emotional lens.
What is the first step marketers should take to begin building a deep relationship with consumers?
Know that brands are not just for the Coca-Colas and the P&Gs of the world. Every business, big or small, is a brand, or has brands. If you are going to succeed, the first step is to really know your type--the individuals that are most likely to adopt your brand-- and understand their distinct hopes, dreams, issues, and problems intimately. Most importantly, decide how your brand is going to go about helping them.
Review
Winner, Business: Marketing & Advertising, 2014 International Book Awards
“Whether you are starting a new business or working on an established brand, Romancing the Brand 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!”
—Daymond John, founder, president, and CEO, FUBU, and costar, ABC series Shark Tank
“We live in an era of huge changes in marketing and consumer behavior, but Romancing the Brand is a reminder that passion is timeless. Brands can be successful in the long run by cultivating deep, lasting relationships with customers.”
—Steve Koonin, president, Turner Entertainment Networks
“Nobody knows the business of brands better than Tim Halloran. His easy-to-grasp ideas get results.”
—Fran Tarkenton, Pro Football Hall of Fame quarterback and serial small business entrepreneur
“Romancing the Brand 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.”
—Ralph Bower, president–U.S., Popeyes Louisiana Kitchen
“Romancing the Brand 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.”
—Jeff Popkin, president, Vita Coco
“I loved Romancing the Brand. 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.”
—David Aaker, vice chairman, Prophet; professor emeritus of marketing strategy, Haas School of Business, UC Berkeley; and author, Brand Relevance
“A great book with insightful stories about how marketing managers develop romantic, deep, and personal relationships between the brand and the consumer.”
—Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University
“Romancing the Brand 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, Romancing the Brand is an essential guide for marketers who are looking to strengthen their consumer relationships.”
—Ed Keller, CEO, the Keller Fay Group, and coauthor, The Face-to-Face Book and The Influentials
“Emotional, educational, and effective, Romancing the Brand 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.”
—Dick Patton, global chief marketing officer practice leader, Egon Zehnder
From the Inside Flap
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. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands?
In Romancing the Brand, 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, Romancing the Brand 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, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.
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