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Married to the Brand: Why Consumers Bond with Some Brands for Life

Married to the Brand: Why Consumers Bond with Some Brands for Life

by William J. McEwen

$7.95

Packed with stories and compelling discoveries from an impressive worldwide consumer database, Married to the Brand reveals why consumers bond with some brands — but not others. Looking through the all-important eyes of the consumer, it shows what companies must do to build enduring and profitable brand relationships.

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  • Find out why consumers/donors "marry" brands and why nonprofits should care about brand relationships.
  • Learn how to measure and manage the three requirements for a brand promise-credibility, compelling and connecting.
  • Discover how your organization can harness "people power" to build a successful brand marriage with donors.
  • Learn how to assess brand relationships with an 11-item metric of consumer engagement.

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About the Author

William J. McEwen, Ph.D., is a Global Practice Leader at The Gallup Organization, where he consults with major clients on brand communications and brand equity management. Before joining Gallup, he spent 25 years in senior planning and account management positions with leading advertising agencies, including McCann-Erickson, FCB and D’Arcy.

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This one-of-a-kind professional development tool keeps you informed about great books and best practices. Each Page to Practice™ summary includes an executive snapshot, nonprofit interpretations, highlighted passages and an author interview. Informed subscribers make better book choices and, ultimately, save time and money. You can improve your personal performance, compare the views of leading nonprofit thinkers and respond to emerging trends. Learn more about how subscribers apply this time-saving tool to their professional advancement or download a free sample.

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