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
they too often 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.
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