Brand Rituals : How Successful Brands Bond With Customers For Life

Brands are not abstracts for today’s consumers. They’re real. Personal. Tactile. Malleable.

That’s what builds loyalty, connectedness, mindfulness. It’s also what encourages a growing resistance to many of our brand messages, as well as a willingness to modify those messages in ways they find personally meaningful.

we haven’t become more effective when it comes to marketing.

anything, we’ve become less effective

Brands are no longer idealized concepts to our customers. They’re part of the everyday world in which they live and work and consume.

worthwhile to take a less-than-rosy-hued look at our past:

particular, where the idea of branding originally came from and how it morphed into what it represents today.

the last forty years, by my informal research, more than three thousand books have been written on brands and branding alone, and business books as a genre have grown from a small corner to several aisles in today’s big-box bookstores.

how we’ve evolved our science of branding.

Where once brand building was a key driver of business success, today brand management too often runs at cross purposes to both corporate realities and customer needs and desires.