Companies spend millions of dollars every year trying to court consumers.
They invest in flashy advertising, celebrity endorsements, loyalty programs, Web
sites . . . you name it. And they spend millions more trying to build their
businesses through elaborate "relationship management" software. The result?
Most marketers still aren't emotionally connecting with consumers. Sure, their
strategies may draw raves, and their ads may win impressive awards at Cannes.
They may even raise their brand awareness. But too often, they fail to build
enduring brand relationships. Put another way: Many marketers are great at
wooing a "first date" with consumers -- yet lousy at creating a lasting marriage
between buyer and brand.  Married to the Brand tells the story of what
makes profitable brand relationships work -- through the eyes of the consumer,
not the marketer. Packed with stories and compelling discoveries from a
worldwide consumer database, this book explores why people bond with some brands
and not others.

Emotions aren't simply warm, fluffy concepts. According to Married to the
Brand, which draws on 60 years of Gallup Organization research into consumer
psychology, emotional connections can be measured and managed. Married to the
Brand shows you how. This is a must-read for profit-obsessed marketers
everywhere -- from the boardroom, where strategies are formulated, to the front
lines, where employees "live" the brand every day.

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. Dr. McEwen's brand experience ranges
from snack foods and beer to computers and business banking. He received a
doctorate from Michigan State University and was a tenured faculty member at the
University of Connecticut. Dr. McEwen lives in Newport Beach, California.

Reviews:

"Married to the Brand illuminates the fact that great brands are built upon
strong customer relationships. The Gallup customer engagement measures are a
leading-edge method to quantify customer feelings and emotions, which are the
foundation for a healthy brand marriage."

Simon Cooper, President and Chief Operating Officer, The Ritz-Carlton Hotel
Company, L.L.C.

"Married to the Brand provides a great strategic framework to measure and manage
one of a company's greatest strategic assets: the relationship between a brand
and its consumers."

Lynda Firey-Oldroyd, Vice President, Consumer Insights, Gap Inc.

"Married to the Brand highlights a critical truth that today's marketers must
understand and embrace: The link between a customer and a brand is at its very
foundation emotional. This book is essential reading for anyone seeking to build
sustainably profitable, category-dominating brand relationships."

Mike Wells, Vice President, Toyota Motor Sales, USA, Inc.

"McEwen looks into the psychology of the brand experience from the consumer's
viewpoint, where it takes a total package of feel-good emotions to create
lasting relationships. . . . McEwen brings clarity to a subject often filled
with cacophonous noise."

Booklist

Other Mobile Products from Mobifusion and Gallup Press includes:

12: The Elements of Great Managing By Rodd Wagner & James K. Harter

Vital Friends - The People You Can't Afford to Live Without by Tom Ratth