W&L Alum Brands a New Book
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.