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.
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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.
