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AuthorEdwards, Helen, 1965-
TitleCreating passion brands : how to build emotional brand connection with customers / Helen Edwards and Derek Day
Imprint London : Kogan Page, 2007
Edition 1st ed
Descript xi, 244 p. ; 23 cm

CONTENT

From understanding to obsession -- The five symptoms of malaise of consumer-led brands -- Why brands need belief -- Why passive belief won't do -- Just another brand - or a passionbrand -- Creating passionbrands : the journey starts here -- Corner no 1: ideology -- Corner no 2 : capability -- Corner no 3 : consumer -- Corner no 4 : environment -- Marketing imagination and the passionpoint -- From identity to reality : six guiding principles -- Leading from the heart


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LOCATIONCALL#STATUS
Communication Arts Library658.827 E26C 2007CHECK SHELVES

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