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 colour to how it should be marketed. This book is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.
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二刷，我现在觉得做品牌其实主要在做符合品牌价值的消费者体验。这些体验不是为了及时产生业绩，而是帮助受众更好的体验品牌，并从其中丰富经历，好的体验一定会产生声势，影响市场…… 现在国内都在说做品牌，但是都没弄清想做成什么样的品牌，是知名品牌还是当红品牌还是激情品牌，很多企业并不是想做激情品牌，只不过是打着情怀价值观的幌子，来谋取利润…… 我发现凡是把数字放在第一位的品牌，都会赚钱很辛苦，很多都不持久。凡是对核心产品业务狂热的品牌坚持住都会活的很好，且可持续性盈利…… 相信未来30年一定是中国真正意义上的有感染力影响力的品牌大批量出现的30年……希望能够多多研究，为中国品牌真正的助力，不是把话语提炼出反复大声嚷嚷的低端广告……
评分女作者的行文风格还是和男作者很不一样的。。书中例子都还挺有趣的，尤其是“what are we talking about when we talk about brands”这一个板块（这名字取得依然非常有女性特色）。。有些分析就稍微多余了点，不用那么啰嗦，道理大家一看都懂了啊。
评分女作者的行文风格还是和男作者很不一样的。。书中例子都还挺有趣的，尤其是“what are we talking about when we talk about brands”这一个板块（这名字取得依然非常有女性特色）。。有些分析就稍微多余了点，不用那么啰嗦，道理大家一看都懂了啊。
评分女作者的行文风格还是和男作者很不一样的。。书中例子都还挺有趣的，尤其是“what are we talking about when we talk about brands”这一个板块（这名字取得依然非常有女性特色）。。有些分析就稍微多余了点，不用那么啰嗦，道理大家一看都懂了啊。
评分二刷，我现在觉得做品牌其实主要在做符合品牌价值的消费者体验。这些体验不是为了及时产生业绩，而是帮助受众更好的体验品牌，并从其中丰富经历，好的体验一定会产生声势，影响市场…… 现在国内都在说做品牌，但是都没弄清想做成什么样的品牌，是知名品牌还是当红品牌还是激情品牌，很多企业并不是想做激情品牌，只不过是打着情怀价值观的幌子，来谋取利润…… 我发现凡是把数字放在第一位的品牌，都会赚钱很辛苦，很多都不持久。凡是对核心产品业务狂热的品牌坚持住都会活的很好，且可持续性盈利…… 相信未来30年一定是中国真正意义上的有感染力影响力的品牌大批量出现的30年……希望能够多多研究，为中国品牌真正的助力，不是把话语提炼出反复大声嚷嚷的低端广告……
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