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

EDWARDS, Helen

Brossura

ISBN 10: 0749447621 ISBN 13: 9780749447625

Casa editrice: Kogan Page, 2007

Riassunto

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.

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Informazioni sugli autori

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.

Helen Edwards is a London Business School MBA and PhD with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT. She lectures on brand management at London Business School.

Derek Day has 25 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.

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From understanding to obsession; The five symptoms of malaise of consumer-led brands; Why brands need belief; Why passive belief won't do; Just another brand or a Passionbrand?; Creating a Passionbrand identity; The four-corner model; Marketing imagination and the Passionpoint; From identity to reality; Leading from the heart.

Dettagli dell'edizione

• Editore: Kogan Page
• Data di pubblicazione: 2007
• Lingua: Inglese
• ISBN 10: 0749447621
• ISBN 13: 9780749447625
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 256
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile