The usual perception is that human beings connect with other people, but not with business brands in a similar vein. Business research conducted by academicians Susan Fournier and Jennifer Aaker suggests otherwise They say, that intimate relations are also forged with brands which explains the repeatability of those purchases. This phenomenon has also been explained in a recent book titled Romancing the Brand: How Brands create strong, intimate Relationships with Consumers written by marketer Tim Halloran. Those marketers are successful who understand this concept and create brands which connect with the consumers. Radio Shack is one such example, where the marketing team knew that the branding was terribly dated, yet they leveraged on the old-world charms rather than completely rejecting the work done till then. Their ads beamed during the Super Bowl projected a sense of nostalgia among the consumers.

Source:https://www.strategy-business.com/blog/Hows-Your-Brands-Love-Life?gko=6f0c3

Uploaded Date:19 February 2018