Drawing on exclusive, in-depth interviews with managers of some of the world's most iconic brands, Tim Halloran shares the arsenal of classic and emerging marketing tools.
SEE THE ROMANCES
You’ve read the behind the scenes accounts of the romances between these brands and their consumers. Now, see how these brands approached the consumers with the advertisements illustrated in Romancing the Brand!
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Romance and the Brand
I had already been in the dark room for three-and-a-half hours, a bowl of peanut M&Ms in front of me, observing groups of women through a two way mirror that felt like something out of CSI, as they explained their beverage consumptions habits. Observing focus groups was a common practice for Coca-Cola brand managers. We were always striving to understand our consumers better so that we might find a way to connect with them. Our ultimate goal was to give folks like the women in this room a reason to purchase our brand rather than the hundreds of other options available to them.