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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.
SHARE YOUR BRAND ROMANCE

We'd like to hear your story!

Be featured in the follow up book to Romancing the Brand! Tell Tim about your personal brand romance. How did you first meet this brand? Why did you fall in love with the brand? What makes the relationship special? What does the brand do to make you feel special? Tell us your story!

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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.

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