Romancing the Brand by Halloran, Tim -- Read -- Imperial Library of Trantor

Index

Cover Endorsements Title page Copyright page Dedication 1: Romance and the Brand

My Beverage, My Boyfriend New Perspectives and New Problems A New Paradigm Romancing the Brand

2: Know Yourself

Determine How You'll Be Different Find the One Thing Dig Deep Transitioning to Emotionally Driven Connections

3: Know Your Type

The Most Interesting Man in the World Creating a Bond Your Distinctive Consumer Providing Emotional and Social Benefits Developing a Badge Laddering Up Finding an Association

4: Meet Memorably

Nice to Meet You Education Is Key Make It Memorable

5: Make It Mutual

Real Coke Taste and Zero Calories Social Media in the Grand Scheme of Things Crafting the Ideal Experience

6: Deepen the Connection

Making the Consumer Feel Important A “Brand for Me”

7: Keep Love Alive

Storytelling Innovation Enhances Romance Innovation to Escape Relationship “Ruts” The Power of Innovation

8: Making Up

Finding the Brand Managing Through Crisis

9: Breaking Up and Moving On

The Sour Taste of “Lymon” The Art of Adaptation Should I Stay or Should I Go? The Marketing Blunder of the Century? Ending the Relationship

Acknowledgments About the Author More from Wiley Index

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