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Why be liked when you can be loved?

Author

Listed:
  • Benmiloud, Jamal

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?

Suggested Citation

  • Benmiloud, Jamal, 2017. "Why be liked when you can be loved?," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(1), pages 14-25, June.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:1:p:14-25
    as

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    More about this item

    Keywords

    brand love; people; culture; metrics; Monster Energy; Xioami; Red Bull; connection economy versus television advertising era;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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