- Hardcover: 272 pages
- Publisher: Jossey-Bass; 1 edition (January 7, 2014)
- Language: English
- ISBN-10: 1118611284
- ISBN-13: 978-1118611289
- Product Dimensions: 6.3 x 1 x 9.1 inches
- Shipping Weight: 14.4 ounces (View shipping rates and policies)
- Average Customer Review: 4.5 out of 5 stars See all reviews (31 customer reviews)
- Amazon Best Sellers Rank: #866,843 in Books (See Top 100 in Books)
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Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers Hardcover – January 7, 2014
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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.
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
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Top customer reviews
That is, until Tim mentioned Whole Foods, one of my favorite stores in the whole world. I hate food shopping and I hate spending a lot of money on food. That being said, I love going to Whole Foods. This experience really made me stop and think about what Tim was trying to get across. Brands, in order to be successful, must develop and nurture deep relationships with their customers. It sounds kind of creepy, but it’s true.
Tim talks common sense, but as marketers, it’s all too common for us to get lost in the hype of the next biggest thing. Get back to basics and take it step by step.
Tim’s advice for creating a successful brand:
* Know yourself – what makes your product unique?
* Know your type – in other words, create very detailed buyer personas. Don’t be afraid to think outside the box.
* Meet memorably – with the context of your target buyers
* Make in mutual – what is in it for the customer?
* Deepen the connection – make the customer feel important
* Keep the love alive – don’t rest on your laurels, keep things new and fresh
I especially enjoyed this book because of the examples Tim used to illustrate his points. He told stories about Coke, Dos Equis, the Falcons (football team), and Smart Water. He used products from both big and small companies.
If you are a marketer and want to truly engage your customers, you may just find some new ideas in this book.
As a marketing book fan, I found "Romancing the Brand" to be particularly enjoyable. Halloran understands the current marketplace. Specifically, the idea that marketing must be a two way street in order to be effective. Anything less is not only uncool (my word) but is certainly doomed to failure. Today's consumer has a wealth of choices at his or her fingertips. A 'hard sell" will not work and is considered offensive!
A brand manager today must understand that a 'relationship' with the consumer is necessary. A special relationship, one built over time that is consistent, flexible, and gently cultivated is what is required. Halloran introduces this concept. The basic idea is to find what it is about your product that evokes an emotion. Easier said than done. Halloran illustrates how through the use of basic marketing principles and illustrative stories that prove how others have done it and done it successfully. Some of the products highlighted are: smart water, Budweiser, Dos Equis, Hershey, momma chia, the Atlanta Falcons and Sprite.
It really is amazing how a good idea can propel a brand to huge sales. I always hope that the more I read about actual instances of success where a product reaches an audience on an emotional level, that I, too, will uncover the same connection for my clients. I think this book would be a great textbook for a marketing course. I thoroughly enjoyed it. It is also fully indexed and includes endnotes as well for additional research.