Creating Passion Brands

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. 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.

Helen Edwards has 16 years of experience working with brands, including Johnson & Johnson, Unilever and British Telecom. She lectures on brand management at London Business School.

Derek Day has 25 years of experience working with brands, most recently as Worldwide Creative Director for Unilever. He has won creativity and effectiveness awards for his work on Mercedes-Benz, British Telecom, and The Co-operative Bank.

Acknowledgements	p. viii
Preface: We're getting what we ask for, but is it what we want?	p. x
Introduction	p. 1
Why
From understanding to obsession	p. 5
The consumer in the brand's inner sanctum	p. 6
Factors in the rise of consumer influence	p. 10
The line that's been crossed	p. 16
Giving them what they ask for	p. 19
The five symptoms of malaise of consumer-led brands	p. 21
The predictive power of BrandZ	p. 22
An increased similarity between brands	p. 24
An inconsistent brand image and offer	p. 28
A lack of real innovation and surprise	p. 31
An increasing gulf between brand offer and brand capability	p. 34
Something hollow at the heart of the brand	p. 37
Why brands need belief	p. 39
Brand belief: what it is and what it isn't	p. 42
Two contemporary brands that started with belief	p. 46
The role of brands in personal identity	p. 51
Why passive belief won't do	p. 57
Camper: belief made active at every step	p. 59
A tale of two Co-ops	p. 63
The story of the bank: 'profit with principles'	p. 66
The story of the stores: 'unalloyed tragedy'	p. 71
Just another brand - or a Passionbrand?	p. 77
The defining characteristics of Passionbrands	p. 78
A quantitative look at Passionbrands	p. 82
Culture jammers and Crunch Points: the coming crisis for brands	p. 84
The intellectual challenge to brands	p. 85
The visceral challenge to brands	p. 89
The end of the beginning	p. 94
How
Creating Passionbrands: the journey starts here	p. 97
Methodology overview	p. 97
Why this methodology?	p. 99
The Brand Trampoline	p. 101
Getting started: team, timing, tips	p. 105
Example: getting the right team for the TUC	p. 109
Which level to work at?	p. 110
Tackling the corners	p. 112
Corner no 1: ideology	p. 115
Objective of the analysis	p. 116
Output	p. 116
Tools, techniques, tips	p. 119
Corner no 2: capability	p. 127
Objective of the analysis	p. 129
Output	p. 129
Tools, techniques, tips	p. 134
Corne no 3: consumer	p. 141
Objective of the analysis	p. 142
Output	p. 142
Tools, techniques, tips	p. 148
Corner no 4: environment	p. 159
Objective of the analysis	p. 160
Output	p. 160
Tools, techniques, tips	p. 169
Marketing imagination and the Passionpoint	p. 177
Stage two overview	p. 179
How to begin	p. 181
From information to insight: capturing themes and tensions	p. 182
From insight to imagination: the Passion Questions	p. 183
From imagination to inspiration: the Passionpoint	p. 192
Frequently asked questions	p. 197
From identity to reality: six guiding principles	p. 207
Get the order right	p. 207
Understand, inspire and encourage your employees	p. 210
Remember that everything communicates	p. 213
Make at least one big symbolic gesture	p. 216
Be consistent and cohesive	p. 217
Link measurement to action	p. 222
Leading from the heart	p. 227
Postscript	p. 231
References	p. 233
Index	p. 239
Table of Contents provided by Ingram. All Rights Reserved.

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Creating Passion Brands

Summary

Author Biography

Table of Contents

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