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Fall in Love with “Romancing the Brand”
Posted By Ivana Taylor On January 25, 2014 @ 9:00 am In Business Books | 3 Comments
My son loves roller coasters. Last summer we were visiting Cedar Point for a couple of days to ride coasters. As we waited in line for several hours to get on a coaster, I noticed something astounding. Every person in line was wearing at least one brand on a T-shirt, on a hat, sneakers, back packs, etc. What I realized was that brands were everywhere and they had dedicated fans.
Apparently, I wasn’t the only one who saw how powerfully some brands connect with their customers. A few months ago, I received an advanced review copy of Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers  by Tim Halloran.
Tim Halloran (@TheBrandGuyTim ) is the president of Brand Illumination. He has built, directed and consulted with some of the world’s largest brands. As part of this work, he’s done incredible amounts of research around brands and the relationship that customers have with their brands.
This book is a compilation of that research as well as a number of case studies and stories that will pull back the curtain on some of your favorite ad campaigns (like “The Most Interesting Man in the World”). From each of these stories you’ll get a meaningful lesson as well as some interesting insider tidbits that you can share with friends and learn from.
Personally, I was attracted to reading this book because I think it addresses a very important trend for small business owners of all sizes – building a brand that is relateable and connects with customers is a critical success factor to your business.
In Romancing the Brand, Halloran shares practical tips that the big brands use to create a nurturing and authentic relationship between your brand and your customer. The three over-arching lessons in the book are:
Through his research, Halloran has outlined eight specific steps to create a bonded relationship between you and your brand. Each of these eight steps serves as a chapter and contains several examples that you can use as inspiration and apply to your business.
On the surface, you might think that all of these strategies are great for big brands with multi-million dollar budgets, but don’t despair. As you read through each chapter, you will find tips and nuggets that you can apply to your small business as well.
Let’s go through the nine steps here and see how it works:
If you pick up a copy of this book, you will probably do one of two things. You will read the book, enjoy the case studies and think about the different ways that you can apply this to your business. Or you will dive right in, grab a notebook and when you get to a lesson that you can apply to your business. You will write that idea down, schedule it and put it in place.
My biggest concern is that this book will do nothing more than entertain you. My biggest hope is that you’ll take the road less traveled and apply the lessons to your brand and reap the rewards that come from the lessons you’ve learned in this book.
Article printed from Small Business Trends: http://smallbiztrends.com
URL to article: http://smallbiztrends.com/2014/01/romancing-the-brand-book-review.html
URLs in this post:
 Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers: http://www.amazon.com/Romancing-Brand-Intimate-Relationships-Consumers/dp/1118611284
 @TheBrandGuyTim: http://www.twitter.com/TheBrandGuyTim