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, Creating Passion Brands demonstrates 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, this book reveals a systematic approach to the business of creating a passion brand from an existing brand. Always vivid and often contentious, Creating Passion Brands explores what really counts at the heart of branding today.
Helen Edwards is a London Business School MBA and PhD with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT. She lectures on brand management at London Business School. Derek Day has 25 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.
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