Creating Passion Brands
How to Build Emotional Brand Connection with Customers
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Creating Passion Brands by Helen Edwards
Book DescriptionAt the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim. Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between brands and consumers. Through interviews and case studies, the authors show how belief-led brands like Google, Innocent, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are passion brands and show the way forward for marketing in the 21st century. Drawing on the very latest academic research and Millward Brown's unique global research into brand value, the authors reveal a systematic approach to the business of creating passion brands from existing brands. Always vivid, often contentious, "Creating Passion Brands" shows what really counts at the heart of branding today.
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Book DetailsISBN: 9780749447625
(234mm x 155mm x 17mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Jan-2007
Country of Publication: United Kingdom
Books By Author Helen Edwards
My Secret Sister, Paperback (March 2013)
The powerful story of two sisters separated at birth, one abused and one loved, and their search to understand their past.
Blanket Stitch Quilts, Hardback (August 2012)
Readers can choose from eight original quilt designs, plus 4 small co-ordinating projects, each employing Lynne Edwards' fantastic applique technique. In addition readers will find comprehensive instructions for working blanket stitch by hand and machine, as most modern sewing machines have a blanket stitch setting.
Staff and Educational Development, Paperback (June 2003)
Maintaining the practical, interactive focus of the series, this book comprises a collection of case studies of best practice from around the world, covering different situations, environments and course types. They include key areas such as skills, research, supervision and curriculum change.
Lecturing, Paperback (May 2001)» View all books by Helen Edwards
Featuring real-life hints, tips and examples of good and bad practice, this manual provides practical advice on good lecturing techniques and confidence in further and higher education contexts.
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Author Biography - Helen Edwards
Helen Edwards is a London Business School MBA and PhD with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT. She lectures on brand management at London Business School. Derek Day has 25 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.
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