Creating Passion Brands: Getting to the Heart of Branding (Hardcover)

by Helen Edwards (Author), Derek Day (Author) "Consumer understanding is so much part of marketing today that it is hard to imagine a time when it wasn't..." (more)
Key Phrases: The Sanctuary, Co-operative Bank, Crunch Points (more...)

Editorial Reviews

Review
"A lucid examination of brand DNA." -- Tim Clark, President, Emirates Airline

"Addresses the biggest challenge marketers and brands face today." -- Gary Bembridge, Vice President Global Marketing Development, Johnson & Johnson Gary Bembridge, Vice President Global Marketing Development, Johnson & Johnson

"Good writing and good thinking." -- International Journal of Advertising International Journal of Advertising International Journal of Advertising

"Hits the sweet spot between latest theory and managerial best practice... perfect!" -- Mark Ritson, Professor of Marketing, London Business School

"I read it in a single sitting, yelling ‘Bravo!’ every few pages. A wise and inspirational book." -- David Abbott, Founding Partner, Abbott Mead Vickers, BBDO

Good writing and good thinking. -- International Journal of Advertising

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."

See all Editorial Reviews

Product Details

• Hardcover: 352 pages
• Publisher: Kogan Page (July 1, 2005)
• Language: English
• ISBN-10: 0749443707
• ISBN-13: 978-0749443702
• Product Dimensions: 9.2 x 6.1 x 1.1 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)
• Amazon.com Sales Rank: #814,039 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Accessible academics plus practicality, July 24, 2006

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

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.