Creating Passionbrands

Citation

Lea‐Greenwood, G. (2008), "Creating Passionbrands", Journal of Fashion Marketing and Management, Vol. 12 No. 1, pp. 138-139. https://doi.org/10.1108/13612020810857998

Branding books abound. Few, however, adopt an academically‐reasoned emotional approach to creating and maintaining brand integrity, in order to protect the brand from the vagaries of the macro and micro environment – particularly competitive and media‐fuelled attacks. In Creating Passionbrands, practitioner‐turned‐academic Helen Edwards, and Derek Day, whose creative credentials are without comparison, have delivered an eminently readable text based on their cumulative years of experience with leading brands.

However this is not a “dip in and out text” or a “one stop solution” (as the authors call it) so beloved of our undergraduates, since to fully appreciate the slowly building argument one must go on the journey chronologically, chapter by chapter. It is more akin to a philosophical journey. Therefore to aim this at postgraduates and practitioners is correct.

Each of the ten chapters is thought provoking and sometimes even common sense, but no one has written it down before. For example, encouraging brand executives to talk to gurus and journos (journalists) perhaps because they have the cultural pulse, for no other reason than they love to talk!

Case studies, vignettes and pithy examples strengthen each concept: sometimes ironic, often amusing and oh so true. Far from a dry brand read this one gives you a giggle too.

I gave the book to a research student and asked for five key points she got from the book. Of course I only got four:

1. 1.

   easy to read;

2. 2.

   liked the research ideas;

3. 3.

   the examples;

4. 4.

   it was funny.

You can't argue with the customer.

We have always known that people have emotional attachments to brands which seem to defy any logical economic model but brand deprivation is a unique way to test it.

I am sure I would be a wreck of identity and self image if you made me drive, wear, eat brands which did not come into my kingdom for a day, never mind any extended period of time. Both rich and the poor alike fit the category of “We like having stuff” (p. 87), so this book gives short shrift to the moral and ethical debate from brand activists.

At the end of the journey you will have more understanding of authentic branding strategy, integrity, brand belief, creativity, consumer loyalty and you will have been entertained.