What do Apple, the Body Shop, Diesel, and Virgin have in common? (And what makes them different from Mattel, Microsoft, and Samsung?) Why do millions of people identify with Harley-Davidson and Ferrari, and why does it seem that almost everyone owns a pair of Adidas or Levi’s?
These brands inspire something beyond loyalty—their customers are devoted brand ambassadors who permit no substitutions. Why do some brands achieve this kind of obsessive following?
By Antonio Marazza and Professor Stefania Saviolo
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