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Building Brand Passion
In today’s fast-paced, over-communicated, over-advertised world, it is no longer enough to be “in the consideration set” you need to be “the consideration set.” To do this you need to move beyond creating brand preference to generating brand passion. And like it or not, the responsibility to create organizational and communications approaches that spawn brand passion lies squarely on the shoulders of the marketing and communications personnel. Here are 7 traits of successful Passion Brands.
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Document Transcript:
passion
brand
building
©Tom MartinIn the beginning...
branding = awareness>>> recognition>>> preference
passion was
lagniappeWho needs passion?
Brands with small
budgetsWho needs passion?
High involvement brandsWho needs passion?
High involvement brandsWho needs passion?
High involvement brandsWho needs passion?
High involvement brandsWho needs passion?
High involvement brandshow do you create passion?#1:be passionate about something#2:Build a great productelicit emotion#3:#4:
Show some respect#5:
listen#6: remember your base#7:surprise & delightPor favor....
) F MQ . Z # S B O E D P N
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