Creating Passionbrands is based on extensive original research and interviews with the visionaries and leaders behind 40 belief-led brands including Google, Innocent, Camper, Emirates and The Co-operative Bank. The authors isolate the five big factors that make these brands different:
they have something important to say about modern life; they act out of deeply held beliefs, not the latest focus-group findings; they are good at something thats good for people and stick to it; they have a moral integrity that penetrates every fibre of the business; they are never sanctimonious, boastful or dull.
If todays mainstream marketers are united about one thing, it is the need to build stronger emotional connections with consumers. This book tells them how Passionbrands achieve it and includes a step-by-step process to help them emulate that success.
The methodology is proven but is not for the faint-hearted. In Passionbrand companies, integrity is all and living by belief implies sacrifice. The reward is loyalty and growth. The brands that inspire today are the Passionbrands. And, as the authors conclude, the future belongs to them....Continua