Creating Passion Brands: How to Build Emotional Brand Connection with Customers

Drawing on the latest research from Millward Brown, Creating Passion Brands shows businesses how to profit from building an emotional brand connection with consumers.

Creating Passion Brands shows how building strong emotional connections with your customers can improve business performance.

Through interviews and case studies, the authors show how belief-led brands such as Google, Innocent, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. Drawing on the latest academic research and Millward Brown’s unique global research into brand value, the authors set out a systematic step-by-step approach to enable you to emulate their success.

Helen Edwards is an experienced branding professional who also lectures on brand management at London Business School. Derek Day has 25 years' experience working with brands. He has won numerous creative and effectiveness awards for his work.

REVIEWS :
"The perfect text for today's planner."
Malcolm White, Account Planning Group

“This is a very rewarding read. The first half points out where so many brands have lost their differentiation thanks to the separation of Marketing from the rest of the organisation and Marketing's subsequent overhyping of its power base - the consumer perspective….The second half sets out how to identify and maximise the soul of a brand. This will be a slow burn hit that eventually becomes a key text. Get yours now.”
Chris Forrest, The Nursery

“A great debate starter for anyone in business.”
Brand Strategy

“Creating Passion Brands builds on existing branding notions and reiterates the commercial value of good old fashioned principles as well as introducing some fresh, practical ideas that can be applied to any company, irrespective of size.”
Inside Retailing

“This powerfully argued book is a call to arms, not just to marketing departments but to anyone in business.”
Accounting and Business

BOOK DETAILS :
Paperback, 320 Pages, Dimensions 234 x 153 MM Language English.

CONTENTS INCLUDE :
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.

Helen Edwards
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.

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Derek Day
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.

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