| Synopsis 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 skillful brand
management can keep a consumer-brand marriage fresh and satisfying.
Tools to rate Engagement Potential and Customer Engagement are also
provided, allowing marketers to quickly and objectively rate their own
brand's performance.
Editorial Reviews
From Booklist
Marketers are always searching for the holy grail of brand
loyalty--those elusive attributes that cause consumers to bond to a
brand for life--and yet up to 95 percent of new products fail to
connect with shoppers. McEwen looks into the psychology of the brand
experience from the consumer's viewpoint, where it takes a total
package of feel-good emotions to create lasting relationships. Whether
it's Starbucks, Nike, Wal-Mart, or Kraft, the products themselves may
have very little on the competition; but it's the intangibles such as
confidence and integrity that count. Using data from 60 years of Gallup
Organization research, McEwen establishes a foundation for creating a
healthy brand marriage, and shows how companies topple the relationship
when they take their base for granted and, in their zeal for growth,
try to be all things to all people. This problem is evident today in
the identity crises facing companies such as GM, Kmart, and Sears.
Although he may not have all the answers, McEwen brings clarity to a
subject often filled with cacophonous noise. David Siegfried
Copyright © American Library Association. All rights reserved
About the Author
William J. McEwen, Ph.D., is a Global Practice Leader
at The Gallup Organization, where he consults with major clients on
brand communications and brand equity management. Before joining
Gallup, he spent 25 years in senior planning and account management
positions with leading advertising agencies, including McCann-Erickson,
FCB, and D'Arcy. Dr. McEwen's brand experience ranges from snack foods
and beer to computers and business banking. He received a doctorate
from Michigan State University and was a tenured faculty member at the
University of Connecticut. Dr. McEwen lives in Newport Beach,
California.
Product Details Hardcover: 135 pages
Carton Size: 24 books
Publisher: Gallup Press (November 1, 2005)
Language: English
ISBN-10: 1595620052
ISBN-13: 978-1595620057
Product Dimensions: 9.3 x 6.1 x 0.68 inches
Shipping Weight: 0.86 pounds |
View Cart |
