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

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7

Keep Love Alive

The main cafeteria on the campus of St. John's University is quiet on this typically cold New York day, except for the delivery man slowly filling the vending machine. It is getting close to when midday classes will be dismissed, and within minutes the quietness will be erased by the bustling energy of students transitioning from the classroom into the lunchroom. Sure enough, as 11:30 passes by, the dining hall begins filling up with undergraduate students.

That same vending machine, now completely filled, remains quiet on the wall until a young woman comes over to get her lunchtime beverage of choice. She puts her money in, presses the button, and out pops a bottle of Coca-Cola. As she reaches for it, another one pops out. ...

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