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　　Although American companies spend a staggering $500 billion on

advertising annually, many fail to establish an emotional

connection with consumers. "Married to the Brand" examines why some

companies develop this most desirable consumer connection, and why

others don't. Using Gallup's 60 years of global consumer data and

tons of consumer stories, William McEwen shows that many marketers

are great at wooing a "first date" with consumers, but only the

best can create a lasting marriage between buyer and brand. The

book explores how emotions such as confidence, integrity, pride,

and passion can make consumers want to stand by a brand, and shows

how skilful brand management can keep a consumer-brand marriage

fresh and satisfying.

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　　William J. McEwen is the global practice leader for brand

management at The Gallup Organization..

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　　"Every afternoon, Marty walks four and a half blocks to the

Starbucks near his office. Sure, Marty has coffee available at

work, yet he leaves the office and walks past two other coffee

shops to get to Starbucks, where he gladly pays $1.60 for something

he could get for free... Marty gives something to Starbucks, Monday

through Friday, but that's only because his favourite Starbucks

store gives him something back. Lasting, meaningful relationships

are always reciprocal." - From the book."