Married to the Brand - Softcover

"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."

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 skilful brand management can keep a consumer-brand marriage fresh and satisfying.