The Eight Phases of Brand Love
Harvard Business Review
FEBRUARY 11, 2014
Commitment, intimacy, dependability—she felt all of these, not about Diet Coke, but from it. When entrepreneur Janie Hoffman launched Mamma Chia, a unique health beverage comprised of chia seeds floating in a jello-like texture, she knew she would have to educate the consumer. At the time, I thought this was preposterous.
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