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"The perfect text for today's planner." Malcolm White, Account Planning Group "This is a very rewarding read. The first half points out where so many brands have lost their differentiation thanks to the separation of Marketing from the rest of the organisation and Marketing's subsequent overhyping of its power base - the consumer perspective...The second half sets out how to identify and maximise the soul of a brand. This will be a slow burn hit that eventually becomes a key text. Get yours now." Chris Forrest, The Nursery "A great debate starter for anyone in business." Brand Strategy "Creating Passion Brands builds on existing branding notions and reiterates the commercial value of good old fashioned principles as well as introducing some fresh, practical ideas that can be applied to any company, irrespective of size." Inside Retailing "This powerfully argued book is a call to arms, not just to marketing departments but to anyone in business." Accounting and Business "Edwards and Day offer a structured and thoughtful approach to Passionbrand building to anyone looking for a new approach to a very old problem." MBA Magazine "A useful and enjoyable book to read: the information is disseminated seamlessly, and the references are current." Quality World "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." Kirkus Reviews "You can make a lot of money with a brand by ignoring everything in this book, but your products will be dull and your employees bored...Creating Passionbrands accurately describes processes by which we can all have more fun." Brand Strategy "The authors are well-placed to illustrate the way in which a venerable but moribund brand can transform itself with passion...they distil this experience and insight into six guiding principles, which all modern corporations could follow with advantage." Argent "Edwards and Day provide their readers with both a practical framework to examine a brand's scope for passion and a structured process for developing it." Admap Magazine "A step-by-step process for emulating successful brands and for building strong emotional connections with consumers." Reference and Research Book News "One of the more rewarding contributions to the subject in recent years." Marketing Magazine "The identification of consumer-led brands as a negative phenomenon, the idea that some brands can become passion brands and the articulation of an insightful list of truly stimulating creative questions that can be used to inspire marketing imagination are valuable contributions." Journal of Product and Brand Management "Explains the importance of "Passion brands" - brands which ignite passion both inside and outside the company - and sets out a proven methodology for the creation and maintenance of Passion brands." Journal of Economic Literature
Gary Bembridge, Vice President, Global Marketing Development, Johnson
"Addresses the biggest challenge marketers and brands face today."
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This book is written for CEOs, marketing professionals and MBA students. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This book is written for CEOs, marketing professionals and MBA students. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Format:Paperback
Creating Passionbrands is a timely reminder that brands must stand for something, and as a result be prepared to ignore the views of their non target customers. Brands of course cannot be just what their customers want them be (all of the time), but instead must reinforce a set of values that the firm behind them can deliver and believes in (and which no one does) while also remaining relevant to the target market. This is no easy balancing act and requires marketers to blend both market-research driven insights, a strong business model, with creativity. Although written a few years ago, this book anticipates the creativity vs. science debate that has taken hold within academic and practitioner circles (the book rightly argues that both are required, although chastises marketers for having handed over their responsibility for creativity to focus groups). The book's central message is that standing for something--or being passionate--is the route to lasting brand equity. Although the lives of your target customers matter, your brand's position must be built on four pillars--ideology (what you're passionate about), customer needs, your specialist capabilities, and the opportunities available in the environment. This more balanced approach ensures firms become know for something and importantly develop a sustainable business model to deliver their brand's promises. Although this may seem obvious, I know of no book that states these ideas so succinctly and then provides a step-by-step guide to translate your strategic positioning into reality. The final strength of the book is that it deftly blends insights gained from the author's practical experience (with some of the most iconic brands in the UK), with some of the best academic research (although thankfully stripped of its arcane terminology and distilled down to essentials), and their own creative ideas. Importantly, the practical examples provide enough background for a general reader to understand the situation facing the brand prior to rebirth, and the decisions taken to ensure it's subsequent success (i.e, neither too much detail is provided nor too little), thus providing a seemless connection between ideas, theory and practice (with the result that the message is sufficiently credible). For managers desiring to brands that stand out and are loved by consumers, Creating Passionbrands is the first place to start.
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