Passion Branding

Neill Duffy & Jo Hooper

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In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.

What will you learn from this book

  1. Emotional Engagement: Building strong emotional connections with consumers is crucial for creating lasting brand loyalty and advocacy.

  2. Authenticity and Transparency: Emphasizing authenticity and transparency in brand communication fosters trust and credibility with consumers.

  3. Brand Purpose: Defining a clear and meaningful brand purpose beyond profit motive resonates with consumers who align with the brand's values.

  4. Community Building: Cultivating a sense of community around the brand encourages engagement and strengthens brand loyalty.

  5. Storytelling and Narrative: Leveraging storytelling techniques to create a compelling brand narrative that resonates with consumers on a deeper level.

  6. Experience-Centric Approach: Prioritizing the creation of memorable and positive brand experiences at every touchpoint.

  7. Customer-Centricity: Putting the customer at the center of all branding efforts, understanding their needs, preferences, and desires.

  8. Innovation and Adaptability: Continuously innovating to meet evolving consumer needs while maintaining brand authenticity.

  9. Measuring Emotional Impact: Developing methods to measure the emotional impact of branding strategies on consumer behavior and perception.

  10. Sustainability and Social Responsibility: Integrating sustainability and social responsibility into the brand's ethos to appeal to conscious consumers.

Language English
ISBN-10 0-470-85052-3
No of pages 249
Font Size Medium
Book Publisher John Wiley & Sons
Published Date 04 Jul 2003

About Author

Author : Neill Duffy & Jo Hooper

2 Books

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