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

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9780749447625: Creating Passion Brands: How to Build Emotional Brand Connection with Customers
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Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between their brands and customers. This book uses interviews and case studies to show how brands such as Harley-Davidson, Google, Zara clothing, and Camper shoes have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are "passion brands," and they show the way forward for marketing in the 21st century. 

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.

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About the Author:

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.

Review:

"Edwards and Day make an exceptionally literate case for their position. We highly recommend this book to all branding and marketing specialists." -- getAbstract.com

"This book is a perfect example of thinking outside the box. Edwards and Day have provided one of the most innovative, intriguing business books of the season." -- Kirkus Reviews

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Book Description Kogan Page Ltd, United Kingdom, 2007. Paperback. Condition: New. Language: English . Brand New Book ***** Print on Demand *****. 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. Seller Inventory # APC9780749447625

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Book Description Kogan Page Ltd, United Kingdom, 2007. Paperback. Condition: New. Language: English . Brand New Book ***** Print on Demand *****.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. Seller Inventory # APC9780749447625

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Book Description Kogan Page. Paperback. Condition: New. 244 pages. Dimensions: 9.1in. x 6.1in. x 0.8in.Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between their brands and customers. This book uses interviews and case studies to show how belief-led brands such as Google, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. These passion brands show the way to marketing in the 21st century. Drawing on both research and academic theory, the authors provide a practical, systematic approach to the business of transforming brands into passion brands. Creating Passion Brands shows what really counts at the heart of branding today. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Seller Inventory # 9780749447625

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Book Description Kogan Page Ltd, United Kingdom, 2007. Paperback. Condition: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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. Seller Inventory # LIE9780749447625

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