Brands To Be Passionate About

posted by  kevyn (54)  10 months ago (blogs.msdn.com)

I just skimmed through "Creating Passionbrands" by Helen Edwards and Derek Day and liked a few of their ideas regarding creating and managing a brand. First off, a "passionbrand" is a brand that stands for something more than just a product, also sometimes known as a "cause-based" brand.

Marketers must understand a brand’s basic essence – the intangible qualities that defined it. A good quote from the book that defines a brand’s essence is “a single thought that captures the soul of the brand.” You cannot create great and appropriate new products, distribution plans, a