Duffy / Hooper Passion Branding

Harnessing the Power of Emotion to Build Strong Brands
1. Auflage 2004
ISBN: 978-0-470-86940-6
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 264 Seiten, E-Book

In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.

Autoren/Hrsg.

Duffy, Neill

Hooper, Jo

Inhaltsverzeichnis

Acknowledgements.
Chapter 1. Passion Branding -A New Way of Marketing.
Chapter 2. The Passion Economy-A New way of Thinking.
Chapter 3. Building Brands in the Passon Economy.
Chapter 4. Passion Branding-More than Just BrandBuilding.
Chapter 5. Passion Platforms.
Chapter 6. Strategic Passion Branding Management.
Chapter 7. Measurement-Accountability and Return onInvestment
Chapter 8. A Changing Landscape-Some Challenges tomanage.
Appendix: Thought Leaders' Pen Pictures.

Über Autor(innen)

Neill Duffy, together with colleague Stewart Banner,combined his passion for media and sport to start what is nowOctagon South Africa, the country's leading sports and eventmarketing consultancy. Octagon has been named as 2001 and 2002Financial Mail AdFocus Specialist Agency of the Year and arethought leaders in the area of sponsorship marketing. It employsover 100 staff in offices in Johannesburg, Cape Town and Durban.Neill is Group Managing Director.
Octagon Worldwide works with over 100 major brands, global andregional events, star athletes and television properties includingthe likes of MasterCard, Guinness, BMW, Coca-Cola, Vodafone, WorldCup Soccer, Olympic Games, Rugby World Cup, World Cup Cricket,Western Union World of Soccer, World of Rugby, FA Cup, GravityGames, FIM World Superbike Champs, Anna Kournikova and LleytonHewitt.
He has also been intimately involved in the sports broadcast media,having commentated and presented sport on television and radio forover 12 years.
Jo Hooper has spent 8 years at Octagon South Africa andis currently responsible for Strategic Planning and Research.
Working together with Neill, Jo has been instrumental in developingmany of Octagon South Africa's proprietary sponsorship toolsincluding Game Plan and evalu8 and has worked closely with adiverse range of clients including the Cape Town 2004 Olympic Bid,Coca-Cola, Castle Lager (SAB Miller), Major League Baseball, EngenPetroleum (Petronas) and Old Mutual.