Drawing on exclusive, in-depth interviews with managers of some of the world's most iconic brands, Tim Halloran shares the arsenol of classic and emerging marketing tools.

A young woman tells a focus group that Diet Coke is like her boyfriend. A twentysomething tattoos the logo of Turner Classic Movies onto his skin. These consumers aren’t just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they’ll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love.

In Romancing the Brand, branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand. Step by step, he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial “romance.” Drawing on exclusive, in-depth interviews with managers of some of the world’s most iconic brands, Romancing the Brand arms you with an arsenal of classic and emerging marketing tools—such as benefit laddering and word-of-mouth marketing—that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino’s Pizza, Bounty, Turner Classic Movies, and many more.

Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.



    About Tim Halloran

Tim Halloran has built and directed some of the world’s largest brands. He is president of Brand Illumination and has provided guidance to top companies including Coca-Cola, Home Depot, Kraft Foods, Proctor & Gamble, Delta Airlines, glacéau (vitaminwater and smartwater), Georgia Pacific, the NBA, and Turner Broadcasting System. Prior to consulting,

Tim spent ten years at Coca-Cola, leading multiple beverage brands. His successes at Coke include the national launch of Powerade sports drink and its sponsorship of the Olympics, co-development of Dasani bottled water, and the development of Coke’s first Internet marketing initiative with his work on Cherry Coke. He was awarded Innovator of the Year by Coca-Cola and named Max Award Finalist for Innovation by Georgia State University. Tim has also served as an adjunct faculty member of marketing at Emory University and Mercer University.

He lives in Atlanta with his wife and three children. For more information, please visit timhalloran.com or romancingthebrandbook.com.