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Author: Neill Duffy
Publisher: John Wiley & Sons
ISBN: 0470869402
Category : Business & Economics
Languages : de
Pages : 264
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Book Description
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.
Author: Neill Duffy
Publisher: John Wiley & Sons
ISBN: 0470869402
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
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.
Author: Helen Edwards
Publisher: Kogan Page Publishers
ISBN: 9780749447625
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between their brands and customers. This book uses interviews and case studies to show how brands such as Harley-Davidson, Google, Zara clothing, and Camper shoes have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are "passion brands," and they show the way forward for marketing in the 21st century. Drawing on both research and academic theory, the authors put forward a practical, 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: Kate Newlin
Publisher: Prometheus Books
ISBN: 1615920862
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
We at Hershey's know something about brands that ignite genuine passion. In Passion Brands, Kate unlocks the secrets, showing how passion grows as special brands conscript a loyal following to spend precious social and financial currency. It's a fast, hot read, full of tips and tactics you can apply today and feel tomorrow on the bottom line.-Dave West, President and CEO, The Hershey CompanyKate is dissecting passion as a branding exercise. Timely, thoughtful and as ever erudite. I love reading her stuff.-Paco Underhill, author of Why We BuyKate Newlin is one of the sharpest brains in consumer marketing.... Her success in creating, building and reinventing brands should make this work invaluable.-Daryl Brewster, chairman and CEO, Krispy KremeKate is quite simply one of the smartest individuals I've met in business.... Her raw creativity, coupled with a profound understanding of our culture, market space and consumers make for remarkably actionable thinking.-Jim Becktold, director, Proctor & GambleWhat makes some brands stand out from the pack year after year? In a vast marketplace glutted with countless pretty good brands, how are some products able to command unquestionable customer loyalty and lasting enthusiasm?Veteran business strategist Kate Newlin defines the key ingredients that go into passion brands-brands that we recommend to friends wholeheartedly, with a joyous, even evangelical zeal. Passion brands inspire an emotional attachment. Unlike consumer fads, we become personally invested in them, sometimes even more so than we do with our friends and loved ones.Newlin identifies the social factors that have made passion brands the driving force in consumer marketing today. Based on proprietary research, which makes use of in-depth interviews with company executives as well as state-of-the-art analytics, she answers the following key questions:?Are there common characteristics that enable passion brands to become carriers of personal meaning?What is the financial impact on a company that produces a passion brand?Do passion brands create a halo over the stock prices?She notes that in a world of almost unlimited consumer choices, the old rules of marketing just don't work anymore (product, package, position, price, and promotion). Now marketers must react to consumers in real time, encouraging brand democracy in which users can help decide a product's characteristics, from size and color to how it should be marketed.Passion Brands is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.Kate Newlin (New York, NY), the principal and founder of Kate Newlin Consulting, is the author of Shopportunity! How to Be a Retail Revolutionary, which was on the Oprah Selects list of O magazine in 2006 and was also a recommended selection of the 2006 Harvard Business Review. With over 25 years of experience in business strategy and marketing, Newlin has worked with a broad cross-section of Fortune 500 businesses, including McDonald's, Pennzoil/Quaker State, Kraft, Hasbro, Cigna, GE Capital, Waldenbooks, LensCrafters, and others.
Author: Jeff Rosenblum
Publisher: powerHouse Books
ISBN: 157687883X
Category : Business & Economics
Languages : en
Pages : 128
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Book Description
Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake. Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements. Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth. The authors of Friction have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.
Author: Barbra Streisand
Publisher: Penguin
ISBN: 1101665165
Category : House & Home
Languages : en
Pages : 303
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Book Description
For nearly six decades Barbra Streisand has been one of the singular figures in American entertainment. From the cabaret to the Broadway stage, from television and film stardom to her acclaimed work as a director, from the recording studio to the concert hall, she has demonstrated that the extraordinary voice that launched her career was only one of her remarkable gifts. Now, in her first book, Barbra Streisand reveals another aspect of her talent: the taste and style that have inspired her beautiful homes and collections. My Passion for Design is her account of the creation and consturction of her newest home—the dream refuge she has longed for since the days when she shared a small Brooklyn apartment with her mother, brother, and grandparents, and a culmination and reflection of her love of American architecture and design from the 18th to the 20th centuries. Whether she is seeking an elusive shade of blue for the paneling in a Federal lounge, tracking down a contemporary woodworker who was able to recreate the exquisite Greene & Greene style, or choosing the roses to harmonize with both the interior and exterior of a given room, Barbra's perseverance and attention to detail are remarkable—and remarkably engaging. She is a wonderfully witty storyteller as well as a knowledgeable and charming guide. My Passion for Design contains not only Barbra's own photographs of the rooms she has decorated, the furniture and art she has collected, and the ravishing gardens she has planted on her land on the California coast, but memories of her childhood, and insights into the development of her own sense of style. The millions of fans who have cherished her voice as a singer will find that she has an equally inimitable and compelling voice as a writer. Here is a rare and intimate private tour of the world of one of our most beloved stars, which will be welcomed by her fans and all lovers of the great achievements of American design.
Author: Jeremy Miller
Publisher: Dundurn
ISBN: 1459728122
Category : Business & Economics
Languages : en
Pages : 277
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Book Description
#1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Author: Ho Keat Leng
Publisher: Taylor & Francis
ISBN: 1003831540
Category : Sports & Recreation
Languages : en
Pages : 328
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Book Description
This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies. Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, name and image likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events, including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports. The book is an essential resource for advanced students, researchers, practitioners, and policymakers working in sport business and management, sport marketing, digital marketing, marketing communications, or brand management.
Author: Robbin Phillips
Publisher: John Wiley & Sons
ISBN: 111853333X
Category : Business & Economics
Languages : en
Pages : 224
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Book Description
No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business. If you think you are in the marketing business, think again. You’re in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause. The author’s mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations, ultimately impacting the financial success of a business. The Passion Conversation will change your perspective on marketing by: Explaining the three motivations for people to talk about businesses and causes Detailing how every marketing problem is a people problem in disguise Giving heartfelt evidence that marketing materials are now conversation tools Showing how customer communities sustain word of mouth while also sparking financial impact Helping your business apply these marketing lessons through a series of workbook exercises called "Passion Explorations" The time is now for marketers and businesses to go beyond the product conversation to understanding, sparking and sustaining the passion conversation for why your business is in business.
Author: Baroness Kizette De Lempicka-Foxhall
Publisher:
ISBN: 9780789205032
Category : Art deco
Languages : en
Pages : 0
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Book Description
A biography of the Polish born Art Deco portraitist and her work.
Author:
Publisher: Deandre Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 12
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Book Description
Discover and Communicate Your Passion Branding has evolved from nonsensical trademark names to descriptive words that tell people who you are and what your passion is in life. Take, for instance, Xerox: this name had no real meaning until the machines came out and people used them as a common meaning for photocopying papers. While the brand is now known worldwide, the brand has been completely diluted into a generic meaning that is hard to defend as being unique and expressive of a company brand. In order to create a brand name today, you want to give special attention to the qualities that make this name unique and how it is descriptive of what you do or who you are in business or life. PERSONAL BRANDING In a way, we all come into this world with our own personal branding: Our names. This tells members of our family and the people we meet who we are, but doesn’t really express our personal qualities. Sometimes, people acquire nicknames or make up their own to help express more of their own unique qualities, and this is used as a form of group personal branding. If that personal branding also expresses what your passion in life is, you can use it to help promote yourself to others. Personal branding, as well as business branding, is all about conveying your self-image to others in a way that what they perceive is identical to what you are projecting to them. BUSINESS BRANDING If you have a domain name, that’s a form of business branding, just like your business name is. These tend to be more expressing of the products and services offered rather than of the personal qualities of the owner. In the past, in conventional advertising, you would know the business name before you learned the owner’s name. However, with so many people using social networks these days, personal branding is becoming as equally important in business and company branding. PROJECTING PASSION Whether you choose one, the other, or both to promote, the idea is to project your passion to a bigger audience. If your passion is connecting others to their soul mates, then you might use a business or personal name with the word love in it. That’s your passion. It’s not as hard as it seems to think up a few choice brand names to try out. What is hard is reserving them online when so many have already been snapped up by others.
