Creating Passion Brands getting to the heart of branding

Creating Passionbrands Getting to the Heart of Branding Helen Edwards Derek Day "Addresses the biggest challenge marketers and brands face today." Gary Bembridge, Vice President Global Marketing Development, Johnson & Johnson FRONT FLAP: Brands are at a crossroads. Today's marketers face flat growth, regulated markets, rapacious retailers and cynical consumers. And yet some brands rise above the issues to ignite passionate advocacy in consumers and employees alike. These are the brands with the imagination to stand for something rather than just following the latest consumer whim, the brands with a burning inner fire and the courage to live by their beliefs. Passionbrands not passive brands. Creating Passionbrands is based on extensive original research and interviews with the visionaries and leaders behind 40 belief-led brands including Google, Innocent, Camper, Emirates and The Co-operative Bank. The authors isolate the five big factors that make these brands different: they have something important to say about modern life; they act out of deeply held beliefs, not the latest focus-group findings; they are good at something that's good for people and stick to it; they have a moral integrity that penetrates every fibre of the business; they are never sanctimonious, boastful or dull. If today's mainstream marketers are united about one thing, it is the need to build stronger emotional connections with consumers. This book tells them how Passionbrands achieve it and includes a step-by-step process to help them emulate that success. The methodology is proven but is not for the faint-hearted. In Passionbrand companies, integrity is all and living by belief implies sacrifice. The reward is loyalty and growth. The brands that inspire today are the Passionbrands. And, as the authors conclude, the future belongs to them. REAR COVER: Praise for Creating Passionbrands "A lucid examination of brand DNA." Tim Clark, President, Emirates Airline "Hits the sweet spot between latest theory and managerial best practice... perfect!" Mark Ritson, Professor of Marketing, London Business School "Creating Passionbrands charts and celebrates the commercial value of good old-fashioned conviction." Jeremy Bullmore, WPP "The importance of differentiating on emotional grounds is increasing. This book is full of insights on how to meet this challenge." Raoul Pinnell, Chairman, Shell Brands International AG "A call to arms to marketers to utilize the culture of the organization to drive the brand." Richard Elliott, Professor of Marketing, Warwick Business School "A rare treat: a beautifully written business book with a genuinely fresh point of view." William Eccleshare, Chairman/ CEO, BBDO Europe "I read it in a single sitting, yelling 'Bravo!' every few pages. A wise andEdwards, Helen is the author of 'Creating Passion Brands getting to the heart of branding', published 2005 under ISBN 9780749443702 and ISBN 0749443707.