Creating Passion Brands

Presents an approach to the business of creating passion brands from existing brands. This book shows how belief-led brands like Google, Innocent, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike, and have shown the way forward for marketing in the 21st century.

Autorentext

Helen Edwards has been a fan of professional hockey in Victoria since the 1950s when a radio station offered tickets to Victoria Cougars games for a nickel. She held season tickets for the Victoria Maple Leafs and the Victoria Salmon Kings. Spurred by the demise of the Salmon Kings and the death of Bill Shvetz, a Maple Leafs' defenceman, she embarked on an ambitious project to document the stories of the 483 men to play at least one game for a Victoria team. After over seven years of meticulous research, the book is finally complete. Helen is an architectural historian by training but was able to combine her two passions, historical research and hockey, to bring to life long-forgotten stories about personalities who deserve to be known to today's hockey fans. She has lived in Victoria, BC all her life and is married with four children and three surviving grandchildren.

Klappentext

At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim. Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between brands and consumers. Through interviews and case studies, the authors show how belief-led brands like Google, Innocent, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are passion brands and show the way forward for marketing in the 21st century. Drawing on the very latest academic research and Millward Brown's unique global research into brand value, the authors reveal a systematic approach to the business of creating passion brands from existing brands. Always vivid, often contentious, Creating Passion Brands shows what really counts at the heart of branding today.

Zusammenfassung
Drawing on the latest research from Millward Brown, explore how businesses can profit from building an emotional brand connection with consumers.

Inhalt

Chapter - 00: Introduction; Section - ONE: Why; Chapter - 01: From understanding to obsession; Chapter - 02: The five symptoms of malaise of consumer-led brands; Chapter - 03: Why brands need belief; Chapter - 04: Why passive belief won't do; Chapter - 05: Just another brand - or a Passionbrand?; Section - TWO: How; Chapter - 06: Creating Passionbrands: the journey starts here; Chapter - 07: Corner no 1: ideology; Chapter - 08: Corner no 2: capability; Chapter - 09: Corner no 3: consumer; Chapter - 10: Corner no 4: environment; Chapter - 11: Marketing imagination and the Passionpoint; Chapter - 12: From identity to reality: six guiding principles; Chapter - 13: Leading from the heart