Married to the Brand: Why Consumers Bond with Some Brands for Life - Hardcover

"Every afternoon, Marty walks four and a half blocks to the Starbucks near his office. Sure, Marty has coffee available at work, yet he leaves the office and walks past two other coffee shops to get to Starbucks, where he gladly pays $1.60 for something he could get for free... Marty gives something to Starbucks, Monday through Friday, but that's only because his favourite Starbucks store gives him something back. Lasting, meaningful relationships are always reciprocal." - From the book."

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.