6 November 2000

Living the Brand

Beyond t-shirts: the case for brand talent

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"
With the continued focus on providing "added value" to consumers, there appears to be renewed respect for the potential power of the brand. As marketers have gradually shifted from emphasizing customer acquisition to focusing on customer retention, the brand has been revisited as a critical element, not merely for attracting a customer, but for building an enduring customer relationship.
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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