Romancing the Brand Western Isles Malcolm Polstead's Oxford life has

Malcolm Polstead's Oxford life has been one of routine

Andrea Pappas presents a new

Things fall apart

The mummy that started it all

and Pythagorean metempsychosis

Romancing the Brand Western Isles Malcolm Polstead's Oxford life has[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