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passion brands why some brands are just got ta have drive all night for and tell all your friends about
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 br 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 . br 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 br are there common characteristics that enable passion brands to become carriers of personal meaning br what is the financial impact on a company that produces a passion brand br do passion brands create a halo over the stock prices br she notes that in a world of almost unlimited consumer choices the old rules of marketing just dont 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 products characteristics from size and color to how it should be marketed . passion brands is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike .