{"id":397,"date":"2008-05-26T09:00:35","date_gmt":"2008-05-26T09:00:35","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=397"},"modified":"2008-05-23T17:01:20","modified_gmt":"2008-05-23T17:01:20","slug":"creating-a-relationship-brand","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/","title":{"rendered":"Creating a Relationship Brand"},"content":{"rendered":"<p>What is a relationship brand?  In simplest terms, a relationship brand is one that holds widespread appeal among consumers but still allows each individual consumer to experience the brand in his or her own unique way.  Relationship brands have an inherent sense of belonging attached to them.  In other words, each customer experiences the brand individually but at the same time, likes knowing he or she is part of a larger group who experiences the brand together.<\/p>\n<p>Creating a relationship brand doesn&#8217;t happen overnight.  For example, look at a brand like <a href=\"http:\/\/www.apple.com\/mac\/\" target=\"_blank\">Mac<\/a> from <a href=\"http:\/\/www.apple.com\" target=\"_blank\">Apple<\/a>.  Actually, Apple, itself, is a great example of a relationship brand, but let&#8217;s just look at Mac right now.  While still far behind the PC in terms of market share, the Mac has grown significantly in recent years as the marketing team behind the brand realized the value in the relationship customers have with the brand <em>and<\/em> with each other as part of a group experiencing the brand together.<!--more--><\/p>\n<p>In recent years, the marketing plan for Mac has changed to fully leverage it as a relationship brand while setting it apart from the PC at the same time with its Mac Guy vs. PC Guy commercials.  Suddenly, Macs became not just the graphic designer&#8217;s computer of choice, but it became the hot brand that every consumer had to get to be part of the cool clique.  A relationship brand strategy works extremely well for market followers who are chasing the market leader.<\/p>\n<p>Creating a relationship brand can bring great rewards in the long term.  Relationship brands drive word-of-mouth marketing and deep customer loyalty, both of which lead to increased sales and profits. <\/p>\n<p>Take a look at your brand.  Are there opportunities to change consumers&#8217; perceptions of it in order to make it a relationship brand?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a relationship brand? In simplest terms, a relationship brand is one that holds widespread appeal among consumers but still allows each individual consumer to experience the brand in his or her own unique way. Relationship brands have an inherent sense of belonging attached to them. In other words, each customer experiences the brand [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[121,100,96,122,123,120],"class_list":{"0":"post-397","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-apple","8":"tag-brand-strategy","9":"tag-branding","10":"tag-mac","11":"tag-macintosh","12":"tag-relationship-brand","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Creating a Relationship Brand - Corporate Eye<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creating a Relationship Brand - Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"What is a relationship brand? In simplest terms, a relationship brand is one that holds widespread appeal among consumers but still allows each individual consumer to experience the brand in his or her own unique way. Relationship brands have an inherent sense of belonging attached to them. In other words, each customer experiences the brand [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:author\" content=\"http:\/\/www.facebook.com\/susangunelius\" \/>\n<meta property=\"article:published_time\" content=\"2008-05-26T09:00:35+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.corporate-eye.com\/blog\/images\/logo.gif\" \/>\n<meta name=\"author\" content=\"Susan Gunelius\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@susangunelius\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Susan Gunelius\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\"},\"author\":{\"name\":\"Susan Gunelius\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\"},\"headline\":\"Creating a Relationship Brand\",\"datePublished\":\"2008-05-26T09:00:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\"},\"wordCount\":306,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"keywords\":[\"apple\",\"brand strategy\",\"branding\",\"Mac\",\"Macintosh\",\"relationship brand\"],\"articleSection\":[\"Brand\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\",\"name\":\"Creating a Relationship Brand - Corporate Eye\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"datePublished\":\"2008-05-26T09:00:35+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Creating a Relationship Brand\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\",\"name\":\"Susan Gunelius\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g\",\"caption\":\"Susan Gunelius\"},\"description\":\"Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President &amp; CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&amp;T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.\",\"sameAs\":[\"http:\/\/www.KeySplashCreative.com\",\"http:\/\/www.facebook.com\/susangunelius\",\"https:\/\/x.com\/susangunelius\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/susang\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Creating a Relationship Brand - Corporate Eye","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/","og_locale":"en_US","og_type":"article","og_title":"Creating a Relationship Brand - Corporate Eye","og_description":"What is a relationship brand? In simplest terms, a relationship brand is one that holds widespread appeal among consumers but still allows each individual consumer to experience the brand in his or her own unique way. Relationship brands have an inherent sense of belonging attached to them. In other words, each customer experiences the brand [&hellip;]","og_url":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/","og_site_name":"Corporate Eye","article_author":"http:\/\/www.facebook.com\/susangunelius","article_published_time":"2008-05-26T09:00:35+00:00","og_image":[{"url":"http:\/\/www.corporate-eye.com\/blog\/images\/logo.gif","type":"","width":"","height":""}],"author":"Susan Gunelius","twitter_card":"summary_large_image","twitter_creator":"@susangunelius","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Susan Gunelius","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/"},"author":{"name":"Susan Gunelius","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759"},"headline":"Creating a Relationship Brand","datePublished":"2008-05-26T09:00:35+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/"},"wordCount":306,"commentCount":2,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"keywords":["apple","brand strategy","branding","Mac","Macintosh","relationship brand"],"articleSection":["Brand"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/","url":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/","name":"Creating a Relationship Brand - Corporate Eye","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"datePublished":"2008-05-26T09:00:35+00:00","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/creating-a-relationship-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"Creating a Relationship Brand"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759","name":"Susan Gunelius","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g","caption":"Susan Gunelius"},"description":"Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President &amp; CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&amp;T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.","sameAs":["http:\/\/www.KeySplashCreative.com","http:\/\/www.facebook.com\/susangunelius","https:\/\/x.com\/susangunelius"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/susang\/"}]}},"modified_by":"Lucy Nixon","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/397","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=397"}],"version-history":[{"count":1,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/397\/revisions"}],"predecessor-version":[{"id":48647,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/397\/revisions\/48647"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=397"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}