The Eight Phases of Brand Love
Harvard Business Review
FEBRUARY 11, 2014
A wave of laughter hit the focus group observation room that was so loud that I’m sure the respondents could hear us on the other side of the 2-way mirror. Commitment, intimacy, dependability—she felt all of these, not about Diet Coke, but from it. “I really think of Diet Coke as my boyfriend.”.
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