Why be liked when you can be loved?

Jamal Benmiloud

Journal of Brand Strategy, 2017, vol. 6, issue 1, 14-25

Abstract: Today, people only recommend brands they love. If customers like you, be afraid, be very afraid. 81 per cent of people choose brands based on what their friends said. The author co-wrote Brand Love: How To Build A Brand Worth Talking About to help CMOs build a marketing team of millions. Why settle for second best? Why settle for being liked when you can be loved?

Keywords: brand love; people; culture; metrics; Monster Energy; Xioami; Red Bull; connection economy versus television advertising era (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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