Creating Passion Brands: Getting to the Heart of Branding

Contents......Page 6
Acknowledgements......Page 9
Preface:
We’re getting what we ask
for, but is it what we want?......Page 11
Introduction......Page 14
1 From understanding
to obsession......Page 18
The consumer in the brand’s inner sanctum......Page 19
Factors in the rise of consumer influence......Page 23
The line that’s been crossed......Page 29
Giving them what they ask for......Page 32
2 The five symptoms of malaise of consumer-led brands......Page 34
The predictive power of BrandZ™......Page 35
Symptom no 1: an increased
similarity between brands......Page 37
Symptom no 2: an inconsistent
brand image and offer......Page 41
Symptom no 3: a lack of real
innovation and surprise......Page 44
Symptom no 4: an increasing gulf between
brand offer and brand capability......Page 47
Symptom no 5: something hollow
at the heart of the brand......Page 50
Note......Page 51
3 Why brands need belief......Page 52
Brand belief: what it is and what it isn’t......Page 55
Two contemporary brands that
started with belief......Page 59
The role of brands in personal identity......Page 64
Note......Page 68
4 Why passive belief
won’t do......Page 70
Camper: belief made active at every step......Page 72
A tale of two Co-ops......Page 76
The story of the bank: ‘profit with principles’......Page 79
The story of the stores: ‘unalloyed tragedy’......Page 84
Note
......Page 89
5 Just another brand – or a Passionbrand?......Page 90
The defining characteristics of
Passionbrands......Page 91
A quantitative look at Passionbrands......Page 95
Culture jammers and Crunch Points:
the coming crisis for brands......Page 97
The intellectual challenge to brands......Page 98
The visceral challenge to brands......Page 102
The end of the beginning......Page 107
Methodology overview......Page 110
Why this methodology?......Page 112
The Brand Trampoline......Page 114
Getting started: team, timing, tips......Page 118
Example: getting the right team for the TUC......Page 122
Which level to work at?......Page 123
Tackling the corners......Page 125
7 Corner no 1: ideology......Page 128
Output......Page 129
Tools, techniques, tips......Page 132
8 Corner no 2: capability......Page 140
Output......Page 142
Tools, techniques, tips......Page 147
Note
......Page 150
9 Corner no 3: consumer......Page 154
Output......Page 155
Tools, techniques, tips......Page 161
Note
......Page 170
10 Corner no 4: environment......Page 172
Output......Page 173
Techniques, tools, tips......Page 182
11 Marketing imagination and the Passionpoint......Page 190
Stage two overview......Page 192
How to begin......Page 194
From information to insight:
capturing themes and tensions......Page 195
From insight to imagination:
the Passion Questions......Page 196
From imagination to inspiration:
the Passionpoint......Page 205
Frequently asked questions
......Page 210
Principle no 1: Get the order right......Page 220
Principle no 2: Understand, inspire
and encourage your employees......Page 223
Principle no 3: Remember that
everything communicates......Page 226
Principle no 4: Make at least one
big symbolic gesture......Page 229
Principle no 5: Be consistent and cohesive......Page 230
Principle no 6: Link measurement to action......Page 235
Note......Page 239
13 Leading from the heart......Page 240
Postscript......Page 244
References......Page 246
Index......Page 252