CHAPTER TWENTY-NINE
THE ENGAGEMENT OF BRANDS
He walks through the store with purpose, knowing he has little time; he knows precisely what he wants. His purchasing plan begins with his loyalty to a brand, familiarity with a product, comfort with its reliability and endurance, satisfaction with how it makes him feel. Completing this purchase creates satisfaction, as he remains confident that he will experience what he expects. Disappointment is not a part of the brand proposition for which he enthusiastically and financially commits to support.
Brands are amazing things. They drive how we choose, what we purchase, why we react, what we remember, and when we share. We begin our days enjoying our favorite brands of coffee, absorbing ...
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