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Romancing the Brand : How Brands Create Strong, Intimate Relationships with Consumers.
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resi...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Title page; Copyright page; Contents; 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; Forgo; Win Something; Look Within; Dig Deep; Transitioning to Emotionally Driven Connections; 3: Know Your Type; The Most Interesting Man in the World; Getting to Know the Twenty-Something Beer Drinker; An "Interesting" Proposition; From Regional Success to National Exposure; Creating a Bond; Your Distinctive Consumer.
- Providing Emotional and Social BenefitsDeveloping a Badge; Laddering Up; Functional and Emotional Benefits; Social Benefits; Your Unique Personality; The Essence of the Brand; Finding an Association; The Brand Personified; Marrying Brand and Association; 4: Meet Memorably; Nice to Meet You; Make Them Feel Special; Make Sure the Context Is Right; Stay Consistent; Establish Intimacy; Education Is Key; Make It Memorable; 5: Make It Mutual; Real Coke Taste and Zero Calories; Passing It On; Driving the Talk; Social Media in the Grand Scheme of Things; Crafting the Ideal Experience.
- Leverage Your EvangelistsEmphasize the Interaction; Understand the Role of Social Media; 6: Deepen the Connection; Making the Consumer Feel Important; A "Brand for Me"; A Unique Proposition; The TCM Viewer; Creating a Community; Indexing Passion; 7: Keep Love Alive; Storytelling; Defining Happiness; Spreading Happiness; Innovation Enhances Romance; Innovation to Escape Relationship "Ruts"; Reconnecting; Modernizing an Oldie; The Power of Innovation; 8: Making Up; Finding the Brand; The Falcons Fan; Rebuilding the Brand; Creating a Movement; Managing Through Crisis.
- 9: Breaking Up and Moving OnThe Sour Taste of "Lymon"; The Sprite 5 Cs; "Obey Your Thirst" Communication; A Meaningful Association; Building Consumption Frequency; The Art of Adaptation; Should I Stay or Should I Go?; The Marketing Blunder of the Century?; A Place for New Coke; Repositioning New Coke; Declaration of War; Ending the Relationship; Notes; Acknowledgments; About the Author; Index.