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. 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 21st century. 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.

Author Biography

Helen Edwards is a London Business School MBA and PhD with 16 years’ experience working with brands, including Johnson & Johnson, Unilever and BT. She lectures on brand management at London Business School.

Derek Day has 25 years’ experience working with brands, most recently as JWT’s Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.