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Creating Passion Brands

How to Build Emotional Brand Connection with Customers

Drawing on the latest research from Millward Brown, explore how businesses can profit from building an emotional brand connection with consumers.
    Paperback£24.99
    Ebook£20.82
    Print + ebook bundle£31.30
EAN: 9780749447625
Edition: 1
Published:
Paperback
Format: 234x155
320 pages
    About the book
    Table of contents

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, 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.

About the authors

Helen Edwards

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.

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Derek Day

Derek Day has 30 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever, responsible for their biggest global brands. In his long career he has worked in virtually all product sectors and won creative and effectiveness awards for his work on Mercedes-Benz, BT, Unilever, Emirates and The Co-operative Bank. His own agency, PartnersBDDH, was formed in 1987 with Leslie Butterfield and was sold in 1998 in a $25 million deal.

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