Passion Branding

Passion Branding

Passion Branding

Passion Branding

Synopsis

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.

Excerpt

'Passion branding: a relationship between a brand and its consumers around a
consumer passion, and the leverage of that passion in order to create stakeholder
value'

In a world of switched-off and disenchanted consumers, the time is right for a new way of communicating with these consumers, one which is grounded in a deep appreciation of the people that purchase and use our brands, their likes and dislikes, concerns and needs, hopes and aspirations, passions and interests; a new way in which marketers focus on the needs of the people that use their brands as much, if not more than, on the needs of the businesses that own those brands; a new way where marketers gain permission from people to talk to them rather than simply interrupt whatever it is that they might be doing in the hope of catching their attention; and a new way where people feel that they can trust, respect and have a relationship with the brands that they let into their lives.

Most marketers have over the years used sponsorship or cause related marketing to some degree as part of their communications mix. From my perspective however, the majority of marketers have not used these marketing disciplines as effectively as they could have done.

In a changing world, which I have labelled the 'Passion Economy' and which I introduce in Chapter 2, the traditional marketing model is no longer appropriate. I believe that the time is now right for a new way of . . .

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