Passion Brands: Why Some Brands Are Just Gotta Have, Drive All Night for, and Tell All Your Friends About

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More About This Book

Overview

What 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.

What People Are Saying

Daryl Brewster
Kate 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 Kreme)
Jim Becktold
Kate 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 & Gamble)

Product Details

  • ISBN-13: 9781591026877
  • Publisher: Prometheus Books
  • Publication date: 4/28/2009
  • Pages: 255
  • Sales rank: 1,133,701
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

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.

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