8 April 2004

Building a Brand Relationship

Attracting new customers requires more than building trust. Companies must create brand passion, and "business as usual" just won't do.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Attracting new customers requires more than building trust. Companies must create brand passion, and "business as usual" just won't do.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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