Branding is a courtship. And it works like it does in life. The suitor that's too anxious to please, that bends to your whim and does what you ask will never be as captivating as the one with that inner confidence and fire.

Today's consumers have grown bored with brands that simply listen to them and take directions. In a contentious new book the authors show why these 'consumer-led' brands are losing the affections of an increasingly uninterested public. Not enough distraction. Not enough surprise. Little authenticity. No soul. And they show why today's fastest growing brands are the ones with a passion that comes from inside and the courage to live by their beliefs. 'Passionbrands', not passive brands.

Here's a summary of the chapter headings:

Part 1: Why 1 From understanding to obsession 2 The five symptoms of malaise 3 Why brands need belief 4 Why passive believe won't do 5 Just another brand - or a Passionbrand? Part 2: How 6 The journey starts here 7 Corner no 1: ideology 8 Corner no 2: capability 9 Corner no 3: consumer 10 Corner no 4: environment 11 Marketing imagination and the passionpoint 12 From identity to reality: six guiding principles 13 Leading from the heart

Click on item to purchase at Amazon

Creating Passionbrands is based on original research and interviews with the visionaries and leaders behind 40 belief-led brands including Google, Innocent, Camper, Emirates and The Co-operative Bank.

If today's mainstream marketers are united about one thing, it is the need to build stronger emotional connections with consumers. This book tells them how Passionbrands achieve it - and includes a step-by-step process to help them emulate that success.

Buy it at Amazon.

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