Brand Rituals : How Successful Brands Bond With Customers For Life

Brands are not abstracts for today’s consumers. They’re real. Personal. Tactile. Malleable.

That’s what builds loyalty, connectedness, mindfulness. It’s also what encourages a growing resistance to many of our brand messages, as well as a willingness to modify those messages in ways they find personally meaningful.

we haven’t become more effective when it comes to marketing.