After 20 years of building and directing some of the world's largest brands, Washington and Lee alumnus Tim Halloran, "The Brand Guy," is sharing some of his secrets in a new book, "Romancing the Brand," which will be published in January by Jossey Bass/Wiley.
A member of W&L's Class of 1991, Tim is president of Brand Illumination, in Atlanta. Before opening his own consulting firm, Tim spent 10 years at Coca-Cola, where he launched the Powerade sports drink and led the company's sponsorship of the Olympics, among other challenges. He received the Innovator of the Year Award from Coca-Cola and was named a Max Award Finalist for Innovation by Georgia State University.
Brand Illumination offers guidance to such companies as Home Depot, Kraft Foods, Procter & Gamble and Delta Airlines as well as Coca-Cola.
According to Tim, "Romancing the Brand" equates the relationship between brands and consumers to personal relationships, and the ideal relationship is one that has "the love, admiration and intimacy of a 'romance.' "
The book, using interviews and case studies, features stories around such brands as Dos Equis, Miller Lite, Sprite, Bounty, smartwater, the Atlanta Falcons and Coke Zero, among many others.