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

by William J. McEwen

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, websites … 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 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 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.

Genres: Business, Nonfiction

144 pages, Hardcover

First published September 12, 2005

Reviews

[Cari · Rating 2 out of 5]

A rather boring, academic book with great concepts. It would have been better with more examples and stories.

[Tim Schannauer · Rating 3 out of 5]

Good fast eductional read read a lot of it in other books but still really enjoyed.

[Naomi Bombardier · Rating 3 out of 5]

This book was useful. I thought it could have been condensed and further researched.

[Jojo · Rating 1 out of 5]

This one took me a long time to finish. Perhaps I should have walked away at some point, or just skipped to the end where he provides a synopsis of how to think about your company's relationship with consumers. The appendix section for Engagement Potential Rating Scales and Customer Engagement Rating Scales also seem like okay reference material.

He also recommends a book called Art of the Strategist which I will look into...

[Shelley Pearson · Rating 1 out of 5]

I think that this book would have been less boring if:
a. I had a brand I were trying to market.
b. it were about half as long and half as repetitive.
c. it relied less heavily on the marriage metaphor.

I might not be the target market.

[Ray · Rating 1 out of 5]

This would be a good book for a marketer. One who is entranched with the lingo and the whole aspect of brand building, not a laymans explaination.

[Phil Fox · Rating 3 out of 5]

Can't say this is all that insightful. But still an interesting collection of case studies.

[Jen · Rating 5 out of 5]

THE BEST!!!!!

[Yasheve · Rating 4 out of 5]

It's amazing that corporations and marketing specialist still haven't accepted the obvious.