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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!


Dos Equis – The Most Interesting Man in The World
ADDITIONAL VIDEO:

http://www.youtube.com/watch?
v=IxgiTeXKOOc

http://www.youtube.com/watch?
v=L-4zfsy6rsM

 

Coca-Cola "Where Will Happiness Strike Next?" (hidden camera)
 


Coke Zero Lawyers (hidden camera) Suing Coca-Cola Brand
ADDITIONAL VIDEO:

http://www.youtube.com/watch?
v=mrJ9hrAAeIU

http://www.youtube.com/watch?
v=ztRkMSEGeEU

http://www.youtube.com/watch?
v=pv8YgrqUCVU


Turner Classic Movies



ADDITIONAL VIDEO:

http://www.youtube.com/watch?
v=w0nXx3Yfq_c


Sprite (Before) “I Like The Sprite In You”
ADDITIONAL VIDEO:

http://www.youtube.com/watch?
v=_LtIFyTeRCA

http://www.youtube.com/watch?
v=LF4mJK-yNEU


Sprite (After) “Obey Your Thirst”




ADDITIONAL VIDEO:

http://www.youtube.com/watch?
v=MRbVTKU-6nQ

http://www.youtube.com/watch?
v=EG096PDzQyM



New Coke/Coke II
ADDITIONAL VIDEO:

http://www.youtube.com/watch?
v=srO_T4LgvRs

 


Jennifer Anniston - Secrets Revealed by smartwater

 

Atlanta Falcons Rise Up!

 

 

 


 
  CHAPTER ONE
  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.

See the full chapter


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