{"product_id":"book-emze","title":"Romancing the Brand","description":" A couple camps overnight outside an Apple store to be the first  to buy the new iPad. An insurance salesman tattoos a Harley  Davidson logo on his ankle. A young woman claims her Diet Coke is  like her boyfriend.  Are they crazy?    No, according to Tim Halloran. For years marketers assumed we  make rational, economic decisions about the products and services  we buy. But recent research and experience reveal that most of us  make deep, emotional connections to brands much like we do with  people, and those connections influence our actions and buying  decisions. Just as we engage in relationships with people, we  engage in relationships with brands. With some, we have wild,  short-term flings. Others stay with us for a lifetime. Some brands  offer us strictly utilitarian relationships, but with most, we feel  something deeper. In some cases, we even fall in love  with themor, in other cases, break up with  brands when we feel betrayed or something better comes along.  In ROMANCING THE BRAND, brand expert Tim Halloran argues that  the goal of any marketer should be to engage in a deep,  emotionally-connected relationship with their consumer target.  Consumers who feel emotionally connected to brands will find more  value in those brands, will be less susceptible to competitive  marketing gimmicks, and have a greater chance of influencing others  to also adopt a relationship with that brand. But while marketers  are generally good at wooing customers to try their products, they  stumble when it comes to keeping the relationship fresh in the long  termthat is, they fail to keep customers engaged.  ROMANCING THE BRAND is the definitive guide to what any marketer  needs to know about engaging in lasting intimate consumer  relationship. By drawing on new research and interviews and sharing  the stories of best-in-class consumer-brand relationships, Halloran  takes the reader through the stages of a successful brand-consumer  relationship and shares the tools that marketers need to connect  consumers to brands in ways that go beyond the physical experience  of consuming the product.    ","brand":"Ascent Audio","offers":[{"title":"Audiobook","offer_id":49369430688048,"sku":"BDemze","price":19.99,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49369430720816,"sku":"ZEemze","price":39.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49369430753584,"sku":"ZMemze","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/emze-cover.jpg?v=1762988628","url":"https:\/\/downpour.com\/products\/book-emze","provider":"Downpour","version":"1.0","type":"link"}