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Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers by Tim Halloran

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3

Know Your Type

The grainy sepia-toned images seem out of place and mysterious. You feel as though you are watching footage from a foreign country or from someone's old home movie collection. On the screen is a young man with a full, dark beard coming out of the ocean carrying what looks like a treasure chest. People gather around him, excited, to see what he has brought in from the sea. A male voice, deep and rich, without the slightest trace of humor, says, “People hang on his every word, even the prepositions.”

Cut to color footage of the same man, now much older, on top of a mountain unhooking a rope connecting a white grand piano to a helicopter. “He can disarm you with his looks or his hands … either way.”

Cut to the man, now running ...

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