In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
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Editorial Reviews
Review
"…the book contains examples of successful sponsorship programs…this is a useful book…" (Sponsorship News, September 2003)
“… advocates sponsorship and cause-related marketing as a way of associating emotions with a brand and eventually turning customer passion into profits....” (Gulf Business, January 2004)
“…a valuable aid for marketers involved in sponsorship and cause-related marketing.” (Marketer, September 2004)
From the Inside Flap
Sponsorship marketing has come of age. Over $25 billion is spent annually around the world on sponsorship each year. This massive sum is spent because, when managed and leveraged effectively, it is the most effective marketing discipline available to marketers.
Passion Branding makes and substantiates the case for sponsorship, cause and other emotion-related marketing platforms as significant brand building tools and as key drivers of incremental business and will empower marketers to realise the power of these disciplines.
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Inside This Book
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First Sentence:
'Passion branding: a relationship between a brand and its consumers around a consumer passion, and the leverage of that passion in order to create stakeholder value' Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
passion branding, sponsoring brand, passion platform, sponsorship platform, branding platform, broadcast sponsorship, passion economy, social responsibility marketing, challenger brands, branding campaign, ambush marketing, new drinkers, platform owner, branding activities, marketing platform, sponsorship programmes, cause related marketing, brand benefit, brand presence, fan experience, sports awards, brand attributes, brand communication, brand personality, brand experience Key Phrases - Capitalized Phrases (CAPs): (learn more)
World Cup, South Africa, Old Mutual, Western Union, Formula One, Anna Kournikova, Chief Executive, New York, Save Chapman's Peak Fund, London Marathon, Max the Gorilla, Patrick's Day, Global Education Challenge, Leading Thought Sean O'Neill, Major League Baseball, Great Britain, Leading Thought Chuck Fruit, Nedhank Arts, New Zealand, Senior Vice President, United States, Cape Town, Castle Lager, Leading Thought Michael Brockbank, Nedbank Arts New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
'Passion branding: a relationship between a brand and its consumers around a consumer passion, and the leverage of that passion in order to create stakeholder value' Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
passion branding, sponsoring brand, passion platform, sponsorship platform, branding platform, broadcast sponsorship, passion economy, social responsibility marketing, challenger brands, branding campaign, ambush marketing, new drinkers, platform owner, branding activities, marketing platform, sponsorship programmes, cause related marketing, brand benefit, brand presence, fan experience, sports awards, brand attributes, brand communication, brand personality, brand experience Key Phrases - Capitalized Phrases (CAPs): (learn more)
World Cup, South Africa, Old Mutual, Western Union, Formula One, Anna Kournikova, Chief Executive, New York, Save Chapman's Peak Fund, London Marathon, Max the Gorilla, Patrick's Day, Global Education Challenge, Leading Thought Sean O'Neill, Major League Baseball, Great Britain, Leading Thought Chuck Fruit, Nedhank Arts, New Zealand, Senior Vice President, United States, Cape Town, Castle Lager, Leading Thought Michael Brockbank, Nedbank Arts New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 3
books:
1
book
cites this book:
- Brand Leadership: The Next Level of the Brand Revolution by David A. Aaker on page 19
- No Logo: No Space, No Choice, No Jobs by Naomi Klein on page 7
- The Middle East (The Great contemporary issues) by John E. Woods in Back Matter
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