Passion Branding : Harnessing the Power of Emotion to Build Strong Brands

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. This Book Is Essential Reading! Why? Because: It Is Illustrated With Examples Of Successful Sponsorship, Cause And Other Emotion-related Marketing Programmes From Around The World Including Coca-cola And Hyundai℗s Sponsorship Of The 2002 Soccer World Cup, Shell Ferrari F1, Hsbc Global Education Challenge, Mastercard Major League Baseball, Flora London Marathon, Guinness Rugby World Cup, Proudly South African And Laureus Includes Leading Thoughts From The Some Of The Worlds Leading Passion Branders: Coca-cola, Mastercard, Diageo, Unilever, Ioc, Fifa, Laureus, Octagon, Red Mandarin, Momentum And Velocity It Provides Marketers With The Tools And Insights To Persuade Their Boards That The Huge Spending Commitment Involved In Sponsorship Is Worthwhile It Includes The Latest Thinking Vis--̉vis Sponsorship℗s Role As A Brand-building And Multi-faceted Marketing Tool It Provides The Important Measurement Tools Of The Return On Investment And Valuation Methodologies Including Octagon South Africa And Nota Bene℗s Evalu8 _ Passion Branding - A New Way Of Marketing -- The Passion Economy - A New Way Of Thinking -- Building Brands In The Passion Economy -- Passion Branding - More Than Just Brand Building -- Passion Platforms -- Strategic Passion Branding Management -- Measurement - Accountability And Return On Investment -- A Changing Landscape - Some Challenges To Manage. Neill Duffy, With Jo Hooper. Includes Bibliographical References And Index. When managed and leveraged effectively, sponsorship marketing is the most effective marketing discipline available. This book covers the topic from the perspective of the marketing professional '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' Offers suggestions on how companies can develop marketing strategies using sponsorship and customer's emotions to gain brand familiarity and loyalty to a product.