brand loyalty

Imagine the following situation.

A man sees an attractive woman at a party. They talk and decide to have a few dates. After giving all the right signals for being a loyal, caring, trustworthy and relationship-oriented guy, he convinces her to spend the night. The next day he is gone and when she calls, it is clear he doesn't want to speak to her....

Imagine the following situation.

A man sees an attractive woman at a party. They talk and decide to have a few dates. After giving all the right signals for being a loyal, caring, trustworthy and relationship-oriented guy, he convinces her to spend the night. The next day he is gone and when she calls, it is clear he doesn't want to speak to her....

Here’s my newest “brand book bite” — check out the full collection of write-ups and author interviews here.

The book: The Birth of a Brand:  Launching Your Entrepreneurial Passion and Soul (Beyond Words Publishing), a business memoir about the world-renowned UGG brand of sheepskin boots from Australia

When Dietrich Mateschitz launched Red Bull in 1987, he wanted the brand to be perceived as an ultra-premium drink so he made it the most expensive carbonated drink around at $2 a can.

Do consumers want to have a relationship with brands?

On one hand, a research study published by the Association for Consumer Research says yes, and states:

Lots of us say we love our favorite products. We love our Droid. We love our iPad. We love our comfy sweater. We love our bank. (Well, banks and airlines might feel the love a little less these days.) Last week, Martin Lindstrom, author of Brandwashed and Buyology, wrote an opinion piece in the New York Times that described his use of fMRI brain scans of subjects exposed to iPhone sounds and video.