Non-Fiction Book Reviews

Book Review: Passion Brands

By Sandy Amazeen May 12, 2009, 0:25 GMT

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 ...more

Ever wonder what drives those wildly successful products like Red Bull, iPods or Camels? Business strategist Kate Newlin examined the reasons for the passion evoked by those name brands that rose to become cultural icons and drew some interesting conclusions into the way consumers interact with a favorite product. Identifying seven key markers that distinguish passion brands, Newlin shows why those products were embraced while others were largely ignored. She demonstrates how marketers can use these markers in today’s competitive business world.

Augmenting her points with simple charts and verbatim consumer quotes, Newlin reveals what went into chemistry.com ad campaigns that launched them to the forefront of on-line dating services and how to apply those same principles to your own business. Simple and straightforward, this is an interesting look at what works, what doesn’t and how to begin building a stronger customer base in todays often overcrowded marketing world. This is a solid, thought provoking read for business owners and ad reps.