About this Item
Paperback. 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, 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 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, the authors reveal a systematic approach to the business of creating passion brands from existing brands. Always vivid, often contentious, Creating Passion Brands shows what really counts at the heart of branding today. Drawing on the latest research from Millward Brown, explore how businesses can profit from building an emotional brand connection with consumers. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Seller Inventory # 9780749447625
Bibliographic Details
Title: Creating Passion Brands (Paperback)
Publisher: Kogan Page Ltd, London
Publication Date: 2007
Binding: Paperback
Condition: new
About this title
Drawing on both research and academic theory, the authors put forward a practical, systematic approach to the business of creating passion brands from existing brands. Always vivid, often contentious, Creating Passion Brands shows what really counts at the heart of branding today.
Helen Edwards has 16 years of experience working with brands, including Johnson & Johnson, Unilever and British Telecom. She lectures on brand management at London Business School.
Derek Day has 25 years of experience working with brands, most recently as Worldwide Creative Director for Unilever. He has won creativity and effectiveness awards for his work on Mercedes-Benz, British Telecom, and The Co-operative Bank."About this title" may belong to another edition of this title.
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