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
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Editorial Reviews
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"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."
About the Author
Helen Edwards is an MBA from London Business School and is currently researching a Ph.D. in brand ecology. Her research embraces the role of brands in society and community and the tangible delivery of brand strategy through marketing programs. Ms. Edwards has over 15 years' experience as a practitioner, working at a senior level across a wide sweep of brands including Unilever, Johnson & Johnson and Motorola.
Derek Day in a career spanning 30 years, has worked in virtually all product sectors and won numerous major creative awards, among them a New York One Show Gold. His own agency, PartnersBDDH, formed in1987, became a highly respected top-20 communications group, attracting blue-chip clients including Mercedes-Benz, and Honda.
Derek Day in a career spanning 30 years, has worked in virtually all product sectors and won numerous major creative awards, among them a New York One Show Gold. His own agency, PartnersBDDH, formed in1987, became a highly respected top-20 communications group, attracting blue-chip clients including Mercedes-Benz, and Honda.
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4.0 out of 5 stars
Accessible academics plus practicality,
This review is from: Creating Passion Brands: Getting to the Heart of Branding (Hardcover)
The topic of branding has inspired an outpouring of writing, including this book about why brands should move beyond the boundaries of rational marketing into emotion and ideology. Authors Helen Edwards and Derek Day thoroughly cover high-end branding, with a European perspective. They even include a section of sociological and economic criticisms of branding. They blend appropriate academic research with actual case studies, so their recommendations are both interesting and applicable. They devote the second half of the book to specific procedures and checklists that dedicated marketing managers can use to create a "passionbrand." While scholars and commentators differ about the applicability and desirability of cause-based branding, Edwards and Day make an exceptionally literate case for their position. We highly recommend this book to all branding and marketing specialists.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
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Consumer understanding is so much part of marketing today that it is hard to imagine a time when it wasn't. Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Sanctuary, Co-operative Bank, Crunch Points, Passion Questions, London Business School, United States, Harvard Business Review, Labour Party, Third World, Zone of Intimacy, British Gas, Co-operative Group, New York, Richard Reed New!
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Consumer understanding is so much part of marketing today that it is hard to imagine a time when it wasn't. Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Sanctuary, Co-operative Bank, Crunch Points, Passion Questions, London Business School, United States, Harvard Business Review, Labour Party, Third World, Zone of Intimacy, British Gas, Co-operative Group, New York, Richard Reed New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 32
books:
See all 32 books this book cites
- No Logo: No Space, No Choice, No Jobs by Naomi Klein on page 11, page 85, and Back Matter
- What Workers Want (Ilr Press Books) by Richard B. Freeman on page 110, and Back Matter
- Consumer Research: Postcards From the Edge (Consumer Research and Policy) by Stephen Brown in Front Matter, and Back Matter
- Organizational Behaviour by Stephen P. Robbins on page 227, and Back Matter
- The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell on page 143, and Back Matter
See all 32 books this book cites
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