Creating Passion Brands

How to Build Emotional Brand Connection with Customers
1. Auflage 2007
ISBN: 978-0-7494-4762-5
Verlag: Kogan Page

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 398 g

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.

Autoren/Hrsg.

Edwards, Helen

Day, Derek

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

• • 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

Leseproben

From understanding to obsession; The five symptoms of malaise of consumer-led brands; Why brands need belief; Why passive belief won't do; Just another brand or a Passionbrand?; Creating a Passionbrand identity; The four-corner model; Marketing imagination and the Passionpoint; From identity to reality; Leading from the heart.

Über Autor(innen)

Day, Derek
Derek Day has 30 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever, responsible for their biggest global brands. In his long career he has worked in virtually all product sectors and won creative and effectiveness awards for his work on Mercedes-Benz, BT, Unilever, Emirates and The Co-operative Bank. His own agency, PartnersBDDH, was formed in 1987 with Leslie Butterfield and was sold in 1998 in a $25 million deal.

Edwards, Helen
Dr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK.

She founded Passionbrand in 2005 - a boutique brand consultancy based in London, combining strategic and creative skills. Clients include Johnson & Johnson, 3M, Avon, Tesco, MetLife, Nationwide, EDF Energy, BBC Worldwide, Smith & Nephew, The World Economic Forum.

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.