Achieving the buzz that product designers, brand managers, and business strategists so relentlessly chase isn't easy. The key is in getting consumers to adopt and advocate a brand. But how do companies convince customers not only to use their products but to adopt their brands? What makes consumers advocate for a product and willingly accept and "own" it as part of their individual identities? How do you get people so revved up that they're willing to slap a sticker on their car out of allegiance to the company, or tattoo their bodies with your brand, as Harley owners frequently do?
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