Most brands spend millions of dollars a year on advertising campaigns, event sponsorship and other promotions. But what sets brands Nike apart from the crowded market for sporting goods or Coco Cola from other fizzy drinks? How did Apple make such a big commercial come back in 1997? What are these brands doing differently? Well you might say they have bigger marketing budgets, but it goes deeper than that. These companies focus on combining key ingredients: the absence of product, draw...

Managing your brand’s relationship with its consumers, is similar to dating. According to leading relationship expert Helen Fisher, there are three stages of Love: lust, attraction and attachment. The process often involves: identifying the prospect and strategy that will inspire desire and land you the first date (promotions and purchase), igniting a spark that inspires more dates (great product leads to repeat business) and being ...