Creating Passion Brands
How to Build Emotional Brand Connection with Customers
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Beschreibung
Drawing on the latest research from Millward Brown, explore how businesses can profit from building an emotional brand connection with consumers.
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.
Demonstrates the importance of passion brands that ignite passion both inside and outside the company, and sets out a proven methodology for the creation and maintenance of becoming one
Provides exclusive insight into the strategies behind key passion brands with global case studies from brands including Google, Zara and Camper
Features practical tools, models and frameworks, based on academic theory and extensive research from Millward Brown
Autor*in
Helen Edwards
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.