Romancing the Brand Western Isles The mummy that started it

The mummy that started it all

Malcolm Polstead's Oxford life has been one of routine

But they are different in almost every way

Convertible preference shares 501

Romancing the Brand Western Isles The mummy that started it[JACKET_FLAP_COPY][ JACKET_FLAP_COPY] A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever changing relationship, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and