Married to the Brand

by William J. McEwen

Book Reviews

  • @mokemonster What I recommend is you read Gallup’s book, Married to the Brand, which discusses the instrument and how they made it. (Sauro didn’t do that, so he just made up how he thought it was used.) If you still have questions, I’d be happy to get on a call and talk about it.Link to Tweet

About Book

Using sixty years of global research from Gallup as well as many consumer stories, the author shows why most advertising fails and identifies the qualities ahat make an ad connect with consumers. 50,000 first printing.