How to Get Rich?: Why Do Customers Tattoo Themselves with the Brands They Love?

Harley-Davidson, Nike, Playboy, Coca-Cola, VW, and Apple logos have been permanently etched into the skins of customers worldwide. Why do they do it? Why do these raving fans, or Brand Lovers, scorch their bodies with a company�s mark? And what can marketers and brand managers learn from them?Most acts of unabashed brand loyalty are [...]