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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