Synopses & Reviews
* A fresh and original take on branding * Soundly based on academic theory and extensive original research * Draws on Millward Brown's world famous brand research and evaluation tools * Packed with global cases, practical tools, models and frameworks * Shows how to create a brand that is credible and desirable -- a Passionbrand At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need to regain their sense of belief, and to have the courage to stand up for something, rather than responding to the latest consumer whim -- in essence to become Passionbrands. But what is a Passionbrand? A Passionbrand is a brand with belief at its hearta brand without belief is a hollow brand. But this belief needs to be matched with the confidence and capability to keep the brand relevant for people in an ever-changing environment. Some of the world's most vibrantly successful Passionbrands are: Ikea, Dove, L'Oreal, Heinz, BMW. Drawing on the very latest academic research and Millward Brown's world famous global research into brand value, the authors have created the unique Passionbrand System, a rigorous model which allows companies to analyze whether their brand meets the necessary criteria to be classed as a Passionbrand. This thoughtful and original book presents new and challenging insights into the role of brands in postmodern society and should be required reading for anyone in the business of building brands or studying them.
Review
""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.""
Synopsis
This fresh and original take on branding is soundly based on academic theory and extensive original research. Packed with global cases, practical tools, models, and frameworks, this work shows how to create a brand that is credible and desirable.
Synopsis
Brands are at a crossroads. Today's marketers face flat growth, regulated markets, rapacious retailers and cynical consumers. And yet some brands rise above the issues to ignite passionate advocacy in consumers and employees alike. These are the brands with the imagination to stand for something rather than just following the latest consumer whim, the brands with
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.