Join the Brand

Exploring brand loyalty, Join the Brand reveals how consumers adopt brands that resonate with their identity and foster community engagement.

In Join the Brand, author Norty Cohen explores the intricate relationship between consumers and brands, delving into the question of how brands become integral parts of consumers' identities. By examining the psychological drivers behind brand loyalty, Cohen reveals how brands can transform into symbols of personal expression, much like stickers on a laptop. This exploration is grounded in the latest research, providing insights into the motivations that lead consumers to adopt and advocate for specific brands.

Cohen emphasizes that consumers are drawn to brands that enhance their self-image, evoke positive emotions, and provide entertainment. He discusses how successful brands can cultivate a dedicated following by creating communities that fulfill consumers' desires for belonging and connection. Through a series of compelling case studies, Join the Brand illustrates how brands can leverage this community aspect to deepen engagement and build long-term equity.

The book is enriched with infographics and practical exercises designed to help readers understand and apply these concepts. Cohen's extensive experience as the founder of Mooslyvania, a prominent brand agency, lends credibility to his findings. With a focus on the millennial demographic, which is highlighted through annual data on the Top 100 brands they love, Join the Brand serves as a valuable resource for marketers and brand strategists aiming to foster genuine connections with their audiences.