Creating Passion Brands
How to Build Emotional Brand Connection with Customers
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, 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…
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Produktdetails
Weitere Autoren: Day, Derek
- ISBN: 978-0-7494-4762-5
- EAN: 9780749447625
- Produktnummer: 2524753
- Verlag: Kogan Page
- Sprache: Englisch
- Erscheinungsjahr: 2007
- Seitenangabe: 258 S.
- Masse: H23.4 cm x B15.6 cm x D1.4 cm 398 g
- Abbildungen: Paperback
- Gewicht: 398
Über den Autor
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.
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