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Innovation and Best Practice
for Business Success

Established 1967



Creating Passion Brands

Creating Passion Brands

How to Build Emotional Brand Connection with Customers

Helen Edwards, Derek Day

£24.99

Drawing on the latest research from Millward Brown, Creating Passion Brands shows businesses how to profit from building an emotional brand connection with consumers.

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About the 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.


Table Of Contents

    • Chapter - 00: Introduction;
  • Section - ONE: Why;
    • Chapter - 01: From understanding to obsession;
    • Chapter - 02: The five symptoms of malaise of consumer-led brands;
    • Chapter - 03: Why brands need belief;
    • Chapter - 04: Why passive belief won’t do;
    • Chapter - 05: Just another brand – or a Passionbrand?;
  • Section - TWO: How;
    • Chapter - 06: Creating Passionbrands: the journey starts here;
    • Chapter - 07: Corner no 1: ideology;
    • Chapter - 08: Corner no 2: capability;
    • Chapter - 09: Corner no 3: consumer;
    • Chapter - 10: Corner no 4: environment;
    • Chapter - 11: Marketing imagination and the Passionpoint;
    • Chapter - 12: From identity to reality: six guiding principles;
    • Chapter - 13: Leading from the heart


Book Details

  • EAN: 9780749447625
  • Edition: 1
  • Published: 3rd January 2007
  • Paperback
  • Dimensions: 234x156
  • 320 pages

About the Author

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.


Helen Edwards


Derek Day