Creating Passionbrands: Getting to the Heart of Branding

by Helen Edwards and Derek Day

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Book cover for Creating Passionbrands

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"Intelligently written and elegantly argued, it gives vivid examples of a whole new way of looking at brands, with a passion." -Leslie Butterfield, Managing Partner, The Ingram Partnership

"A book of tremendous practical application that also includes high-level, intellectual debate." -Professor Mark Ritson, London Business School

At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need to regain their sense of belief. They need the courage to stand for something, rather than responding to the latest consumer whim.

It is a timely argument. 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 Passionbrands, and they point the way forward for marketing in the 21st century.

The book is practical as well as inspiring. 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 Passionbrands from existing brands, no matter how humdrum or mainstream the category. Always vivid, often contentious, Creating Passionbrands shows what really counts today at the heart of branding.
  • ISBN10 0749443707
  • ISBN13 9780749443702
  • Publish Date 3 June 2005
  • Publish Status Out of Print
  • Out of Print 24 August 2012
  • Publish Country GB
  • Imprint Kogan Page Ltd
  • Format Hardcover
  • Pages 320
  • Language English