Tainted love

摘要

In 2013 I wrote a Viewpoint that criticised the concept of brand love. Two years later, I am impressed by the romanticism (or is it a religious fervour?) with which some hold on to this concept. Barker, Peacock and Fetscherin weave an interesting story about how to manage brand relationships to get buyers to love your brand, but they fall short in two key areas.