At 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,
Creating Passion Brands demonstrates 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, this book reveals a systematic
approach to the business of creating a passion brand from an existing
brand. Always vivid and often contentious, Creating Passion Brands
explores what really counts at the heart of branding today.