Marketing: Love and Heartstrings
by Siimon Reynolds
Why do we love some brands and not others? What draws us to the services of one company and not another? In the world of marketing, emotion beats logic more times than not. Whether you are a brand manager or a customer, it is worth understanding why you feel what you do about your favourite brands. Outlining how a number of methods can be used to create emotional connections between customers and brands, from being quirky and surprising to admitting your faults, the golden rule is "Don’t underestimate the power of love in marketing".
About the Author
Siimon Reynolds is one of the most renowned names in the Australian marketing industry. He has won almost every major advertising award for creativity in the world, including the Gold Lion at Cannes, the Gold Pencil at the New York One Show and the Grand Prize at the London International Advertising Festival.
In Australia he has won Newspaper Ad of the Year, TV Commercial of the Year and Magazine Ad of the Year, and has won Advertising Agency of the Year twice.
He has lectured nationally on advertising to over 50,000 business people, and is a successful author.
Tags: management, strategy