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Companies spend millions of dollars every year trying to court
consumers. They invest in flashy advertising, celebrity endorsements, loyalty
programs, Web sites . . . you name it. And they spend millions more trying to
build their businesses through elaborate "relationship management" software. The
result? Most marketers still aren't emotionally connecting with consumers.
Sure, their strategies may draw raves, and their ads may win impressive awards
at Cannes. They may even raise their brand awareness. But too often, they fail
to build enduring brand relationships. Put another way: Many marketers are great
at wooing a "first date" with consumers -- yet lousy at creating a lasting
marriage between buyer and brand.
Married to the Brand tells the
story of what makes profitable brand relationships work -- through the eyes of
the consumer, not the marketer. Packed with stories and compelling discoveries
from a worldwide consumer database, this book explores why people bond with some
brands and not others.
Emotions aren't simply warm, fluffy concepts. According to
Married to the Brand, which draws on 60 years of Gallup Organization
research into consumer psychology, emotional connections can be measured and
managed. Married to the Brand shows you how. This is a must-read for
profit-obsessed marketers everywhere -- from the boardroom, where strategies are
formulated, to the front lines, where employees "live" the brand every day.
William J. McEwen, Ph.D., is a
Global Practice Leader at The Gallup Organization, where he consults with major
clients on brand communications and brand equity management. Before joining
Gallup, he spent 25 years in senior planning and account management positions
with leading advertising agencies, including McCann-Erickson, FCB, and D'Arcy.
Dr. McEwen's brand experience ranges from snack foods and beer to computers and
business banking. He received a doctorate from Michigan State University and was
a tenured faculty member at the University of Connecticut. Dr. McEwen lives in
Newport Beach, California.
"Married to the Brand illuminates the fact that great
brands are built upon strong customer relationships. The Gallup customer
engagement measures are a leading-edge method to quantify customer feelings and
emotions, which are the foundation for a healthy brand marriage."
Simon Cooper, President and Chief Operating Officer, The
Ritz-Carlton Hotel Company, L.L.C.
"Married to the Brand provides a great strategic
framework to measure and manage one of a company's greatest strategic assets:
the relationship between a brand and its consumers."
Lynda Firey-Oldroyd, Vice President, Consumer Insights,
Gap Inc.
"Married to the Brand highlights a critical truth
that today's marketers must understand and embrace: The link between a customer
and a brand is at its very foundation emotional. This book is essential reading
for anyone seeking to build sustainably profitable, category-dominating brand
relationships."
Mike Wells, Vice President, Toyota Motor Sales, USA,
Inc.
"McEwen looks into the psychology of the brand experience from
the consumer's viewpoint, where it takes a total package of feel-good emotions
to create lasting relationships. . . . McEwen brings clarity to a subject often
filled with cacophonous noise."
Booklist
Other Mobile Products from Mobifusion and Gallup Press
includes
- 12: The Elements of
Great Managing By Rodd Wagner & James K.
Harter
- MARRIED TO THE BRAND:
Why Consumers Bond With Some Brands for Life
By William J. McEwen
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