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.
Married to the Brand
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How does a brand--a company or one of its products--stand out in an ever-louder and more chaotic marketplace? Why do customers develop intense and lasting bonds with some products they consume, but not others? What do winning brands do better than their competitors? Generations of marketers have pondered these questions, and Married to the Brand offers thought-provoking answers.
Based on 60 years of research from the Gallup Organization, the book combines a thoughtful, data-driven approach with a playful metaphor. Author and Gallup researcher William McEwen sees customers' interactions with brands as markedly similar to the in-depth, extended relationships we see in marriages. From his opening pages, McEwen draws parallels between customers' feelings about brands and romantic relationships. For example, he points to the differences between "dating" and "long-term engagement". He explains how both commercial and romantic relationships require trust to start and build, but passion to flourish and sustain. He describes situations in which people might fall in love, then later seek a "divorce".
Like other recent classics about brand marketing, like Scott Bedbury's A New Brand World and Al and Laura Ries' The 22 Immutable Laws of Branding, McEwen's book makes good use of anecdotal personal examples. He uses stories about individual consumers' interactions with the Starbucks (coffee) or Morton's (salt) brands, for example, to illustrate one of his central points: that brands grow not just from products, but from an overall customer experience which may include the original advertising that first drew attention to the brand, personal memories tied to the product, interactions with sales staff, the appearance and location of the physical store in which the product was purchased, and so on. He summarizes by describing a framework of "5 P's" that drive customers' perceptions of brands: product, place, promotion, price, and people.
Taken as a whole, this book's lessons provide a provocative and interesting rethinking of brand management for marketers in a wide variety of industries. As McEwen himself writes, emotions connected to brands "aren't merely warm and fuzzy, nor should they be relegated to the world of greeting card poetry and Hollywood scripts. Emotions are both powerful and profitable, whether a company is marketing hamburgers or microprocessors." McEwen challenges his readers to build their brands patiently, over time. He attacks the conventional wisdom behind most companies' customer relationship management (CRM) or loyalty-marketing programs. Perhaps most importantly, he is realistic in stating from the book's outset that even the best brands will engage only a minority of their customers in true "marriage"-like relationships. But for the readers willing to invest the effort, in this book and then in the brand building that follows, the payoff appears worthwhile. --Peter Han
From Booklist
Marketers are always searching for the holy grail of brand loyalty--those elusive attributes that cause consumers to bond to a brand for life--and yet up to 95 percent of new products fail to connect with shoppers. 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. Whether it's Starbucks, Nike, Wal-Mart, or Kraft, the products themselves may have very little on the competition; but it's the intangibles such as confidence and integrity that count. Using data from 60 years of Gallup Organization research, McEwen establishes a foundation for creating a healthy brand marriage, and shows how companies topple the relationship when they take their base for granted and, in their zeal for growth, try to be all things to all people. This problem is evident today in the identity crises facing companies such as GM, Kmart, and Sears. Although he may not have all the answers, McEwen brings clarity to a subject often filled with cacophonous noise. David Siegfried
Copyright © American Library Association. All rights reserved
Copyright © American Library Association. All rights reserved
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19 of 24 people found the following review helpful
By mam121
Format:Hardcover
This book is a great read for market researchers and the general population alike. Dr. McEwen has put together a truly compelling "tale" of how certain brands entice followings, and how or why said followings are either maintained and groomed, or discarded. A fascinating cultural study, as well as a meticulous scientific one, this is a great present for anyone who's ever wondered how Disney or Coca Cola has come to the prominence they enjoy today. To have put together so much information in such a fun, readable way is Dr. McEwen's true gift, and he should be lauded for it. Bravo!
2 of 2 people found the following review helpful
Format:Hardcover
Why do some people drive an extra mile for a cup of Dunkin' Donuts coffee, fly only on JetBlue, or use Dial soap year after year? According to author William J. McEwen, it's because they are "married to the brand." They feel an emotional connection that goes far beyond simply liking the product. These "brand marriages" can translate into a substantial increase in profits for your company. However, in spite of a plethora of customer loyalty and customer satisfaction programs, most hard-working brand managers fall short of tying the knot. In other words, they're flirting with customers and may even go on several dates, but they're not leading them to the brand altar to get hitched in permanent commercial bliss. In this work, McEwen explores the emotional link between customers and brands, and offers a variety of recommendations based on research conducted by his employer, the Gallup Organization. getAbstract suggests this book to brand managers or marketers who are ready to make a meaningful and emotional commitment - to your customers, that is - and who don't mind tracking the marital metaphor all the way to market.
2 of 2 people found the following review helpful
Format:Hardcover
Why do some consumers bond to brand names for life? Sixty years of Gallup research into consumer habits and their psychology lend to MARRIED TO THE BRAND: WHY CONSUMERS BOND WITH SOME BRANDS FOR LIFE. Many marketers work on first impressions without considering the reasons why consumers will stick with a brand. MARRIED TO THE BRAND tells how the most successful marketer not only creates the bond, but strengthens it over the years so that consumers come to equate the brand with quality and value. Chapters survey pride levels, common brand dilemmas, and more.
Diane C. Donovan
California Bookwatch
Diane C. Donovan
California Bookwatch
Most Recent Customer Reviews
5.0 out of 5 stars
Married to the Brand
I thoroughly enjoyed the entire book. I think it would be a great read, not only for someone looking for specific marketing tips in business, but anyone interested in developing... Read more
Published on February 18, 2011 by Marley9711
5.0 out of 5 stars
Great book about relationship marketing
This is one of the great marketing books of our age. We focus so much on the product's features and benefits in marketing that we often forget that a buyer's decision is not... Read more
Published on November 10, 2008 by Gary Witt
2.0 out of 5 stars
Doesn't Deliver
As a graduate student taking an Advertising, Imaging and Branding course, I was immediately intrigued by the title of this book. I purchased it and read it with much anticipation. Read more
Published on October 31, 2008 by Sasha Fox
4.0 out of 5 stars
Great understanding of a Brand
This book gives you a good insight about a brand and the marriage it has with its customers. Its very easy to read and enjoyable.
Published on March 15, 2006 by Alicia Trippe
5.0 out of 5 stars
Based on Sixty Years of Research
Dr. McEwen is a consultant with the Gallup polling people. For over sixty years they have researched brands and branding. Read more
Published on January 10, 2006 by John Matlock
5.0 out of 5 stars
About time
Disney has a brand loyalty that is the envy of Hollywood. (Ever hear anyone say, "Let's go see the lastest Columbia movie? Read more
Published on December 3, 2005 by Willis Mitchell
Citations (learn more)
This book cites 5
books:
1
book
cites this book:
- Good to Great: Why Some Companies Make the Leap... and Others Don't by Jim Collins on page 12, and page 117
- Married to the Brand: Why Consumers Bond with Some Brands for Life by William J. McEwen in Front Matter, and Back Matter
- Myth of Market Share (Nicholas Brealey Business Brie) by Richard Miniter on page 113
- Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound by Martin Lindstrom on page 97
- The Old Navy: A Heart of Oak- Stories, Ships and Sailors of the Us Sailing Navy by Harry Baehr on page 53
- Branding For Dummies by Bill Chiaravalle in Back Matter
