English Summary/英文概要： Foreword by Mark DiMassimo
DiMassimo Goldstein Agency (http://www.digobrands.com/), New York, New York
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 color to how it should be marketed.
Passion Brands is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.
Chinese Summary/中文概要： 為什麼有些品牌總是能吸引消費者的注意？為什麼在浩瀚的產品市場裡，有些產品總是控制消費者的購買慾及保有忠誠度？
Awards/获奖情况： "Kate is dissecting passion as a branding exercise. Timely, thoughtful and as ever erudite. I love reading her stuff."---Paco Underhill, author of Why We Buy
“Kate Newlin is one of the sharpest brains in consumer marketing…. Her success in creating, building and reinventing brands should make this work invaluable.”---Daryl Brewster, chairman and CEO, Krispy Kreme
“Kate is quite simply one of the smartest individuals I’ve met in business…. Her raw creativity, coupled with a profound understanding of our culture, market space and consumers make for remarkably actionable thinking.”---Jim Becktold, director, Proctor & Gamble
“We at Hershey’s know something about brands that ignite genuine passion. In Passion Brands, Kate unlocks the secrets, showing how passion grows as special brands conscript a loyal following to spend precious social and financial currency. It’s a fast, hot read, full of tips and tactics you can apply today and feel tomorrow on the bottom line.”---Dave West, President and CEO, The Hershey Company