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

3.15 avg rating
( 59 ratings by Goodreads )
 
9781595620057: Married to the Brand: Why Consumers Bond with Some Brands for Life
View all copies of this ISBN edition:
 
 

Packed with stories and compelling discoveries from an impressive worldwide consumer database, Married to the Brand reveals why consumers bond with some brands — but not others. Looking through the all-important eyes of the consumer, it shows what companies must do to build enduring and profitable brand relationships.

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.

Emotions aren’t simply warm, fluffy concepts. According to Married to the Brand, which draws on 60 years of Gallup Organization research into consumer psychology, emotional connections can be measured and managed. Married to the Brand shows you how. This is a must-read for profit-obsessed marketers everywhere — from the boardroom, where strategies are formulated, to the front lines, where employees “live” the brand every day.

"synopsis" may belong to another edition of this title.

Review:

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

About the Author:

Bill McEwen is a Global Practice Leader at The Gallup Organization, in charge of its worldwide Brand Management Practice. As team leader, he has spearheaded the development of programs that have built brand relationships from Singapore to Sao Paulo and from Washington to Wiesbaden. These programs have been successfully applied to a broad range of marketing challenges — including department stores and banks, as well as construction companies and salsa manufacturers.

Bill’s perspective derives from a singular scope and depth of experience in advertising, marketing education, brand consulting, and marketing management. His extensive background in brand marketing includes shampoos and snacks — but also mortgages and microprocessors, grocers and gas stations, data transmission services and department stores. He has worked with brands that include Kraft, Coors, and Nestlé — as well as Wells Fargo, Wal-Mart, Intel, and Gap Inc.

Bill came to Gallup in 1994 with more than 20 years of experience in senior leadership roles at multinational ad agencies with outstanding brand-building credentials — Leo Burnett, FCB, Needham, D’Arcy, and McCann-Erickson. His ad agency background combines with his client-side product management experience and his academic expertise as a former tenured associate professor of communication sciences at the University of Connecticut.

Bill received his Ph.D. in Communication from Michigan State University, where he was an NDEA Fellow. MSU recognized him with its Outstanding Alumni Award for 2004. He has been a frequent and prolific contributor to advertising and marketing journals, a regular speaker at industry events, and also serves as an editorial board member for two marketing and advertising journals. He has been an American Marketing Association keynoter, President of AMA’s San Francisco chapter, and an AMA Executive Fellow in Residence.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

McEwen, William J.
Published by Gallup Press
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: 1
Seller:
Gulf Coast Books
(Memphis, TN, U.S.A.)
Rating
[?]

Book Description Gallup Press. Hardcover. Condition: New. 1595620052 Ships from Tennessee, usually the same or next day. Seller Inventory # Z1595620052ZN

More Information About This Seller | Contact this Seller

Buy New
US$ 7.56
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

2.

McEwen, William J.
Published by Gallup Press
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: 10
Seller:
IBestBargains, LLC
(Houston, TX, U.S.A.)
Rating
[?]

Book Description Gallup Press. Hardcover. Condition: New. 1595620052 Brand New Book in Perfect Condition.Fast Shipping with tracking number. Seller Inventory # KHDA-FBD-09283

More Information About This Seller | Contact this Seller

Buy New
US$ 10.82
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

3.

William J. McEwen
Published by Gallup Press, United States (2005)
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: 10
Seller:
Book Depository International
(London, United Kingdom)
Rating
[?]

Book Description Gallup Press, United States, 2005. Hardback. Condition: New. Language: English . Brand New 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. Seller Inventory # AA89781595620057

More Information About This Seller | Contact this Seller

Buy New
US$ 16.92
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

4.

William J. McEwen
Published by Gallup Press, United States (2005)
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: 10
Seller:
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description Gallup Press, United States, 2005. Hardback. Condition: New. Language: English . Brand New 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. Seller Inventory # AA89781595620057

More Information About This Seller | Contact this Seller

Buy New
US$ 17.46
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

5.

McEwen, William J.
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Quantity Available: > 20
Seller:
Paperbackshop-US
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description 2005. HRD. Condition: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Seller Inventory # VS-9781595620057

More Information About This Seller | Contact this Seller

Buy New
US$ 13.48
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

6.

William J. McEwen
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: 19
Seller:
Bookstore99
(Wilmington, DE, U.S.A.)
Rating
[?]

Book Description Hardcover. Condition: New. Brand New, Same ISBN and details as listed. Delivery within 3-7 business days. We may ship the books from multiple location across the globe including Asia depending upon the availability of inventory. Printed in English. Choose expedited shipping for Express delivery. Tracking number provided for every order. Seller Inventory # RO_9781595620057

More Information About This Seller | Contact this Seller

Buy New
US$ 14.65
Convert Currency

Add to Basket

Shipping: US$ 2.99
Within U.S.A.
Destination, Rates & Speeds

7.

McEwen, William J.
Published by Gallup Press
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Quantity Available: 19
Seller:
Sunshine Book Store
(Wilmington, DE, U.S.A.)
Rating
[?]

Book Description Gallup Press. Condition: New. 1595620052 Brand New, Choose Expedited shipping for GUARANTEED delivery within 4-5 business days. Standard Delivery within 6-14 business days. We may not ship to PO Box, APO , FPO Address, please contact us. Customer satisfaction guaranteed. Seller Inventory # AO_9781595620057

More Information About This Seller | Contact this Seller

Buy New
US$ 17.64
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

8.

McEwen, William J.
Published by Gallup Press
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: > 20
Seller:
Mediaoutlet12345
(Springfield, VA, U.S.A.)
Rating
[?]

Book Description Gallup Press. Hardcover. Condition: New. 1595620052 *BRAND NEW* Ships Same Day or Next!. Seller Inventory # NATARAJB1FI754593

More Information About This Seller | Contact this Seller

Buy New
US$ 13.92
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

9.

William J. Mcewen
Published by HARPER COLLINS PUB INDIA (S&S)
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: 1
Seller:
Books in my Basket
(New Delhi, India)
Rating
[?]

Book Description HARPER COLLINS PUB INDIA (S&S). Hardcover. Condition: New. Seller Inventory # 469357

More Information About This Seller | Contact this Seller

Buy New
US$ 14.53
Convert Currency

Add to Basket

Shipping: US$ 5.01
From India to U.S.A.
Destination, Rates & Speeds

10.

William J. McEwen
Published by Gallup Press, United States (2005)
ISBN 10: 1595620052 ISBN 13: 9781595620057
New Hardcover Quantity Available: 10
Seller:
Book Depository hard to find
(London, United Kingdom)
Rating
[?]

Book Description Gallup Press, United States, 2005. Hardback. Condition: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New 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. Seller Inventory # BZV9781595620057

More Information About This Seller | Contact this Seller

Buy New
US$ 20.76
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book