Cover

Table of Contents

Acknowledgements

Preface: We’re getting what we ask for, but is it what we want?

Introduction

Part 1 Why

1 From understanding to obsession

The consumer in the brand’s inner sanctum

Factors in the rise of consumer influence

The line that’s been crossed

Giving them what they ask for

2 The five symptoms of malaise of consumer-led brands

The predictive power of BrandZ™

Symptom no 1: an increased similarity between brands

Symptom no 2: an inconsistent brand image and offer

Symptom no 3: a lack of real innovation and surprise

Symptom no 4: an increasing gulf between brand offer and brand capability

Symptom no 5: something hollow at the heart of the brand

Note

3 Why brands need belief

Brand belief: what it is and what it isn’t

Two contemporary brands that started with belief

The role of brands in personal identity

Note

4 Why passive belief won’t do

Camper: belief made active at every step

A tale of two Co-ops

The story of the bank: ‘profit with principles’

The story of the stores: ‘unalloyed tragedy’

Note

5 Just another brand – or a Passionbrand?

The defining characteristics of Passionbrands

A quantitative look at Passionbrands

Culture jammers and Crunch Points: the coming crisis for brands

The intellectual challenge to brands

The visceral challenge to brands

The end of the beginning

Part 2 How

6 Creating Passionbrands: the journey starts here

Methodology overview

Why this methodology?

The Brand Trampoline

Getting started: team, timing, tips

Example: getting the right team for the TUC

Which level to work at?

Tackling the corners

7 Corner no 1: ideology

Objective of the analysis

Output

Tools, techniques, tips

8 Corner no 2: capability

Objective of the analysis

Output

Tools, techniques, tips

Note

9 Corner no 3: consumer

Objective of the analysis

Output

Tools, techniques, tips

Note

10 Corner no 4: environment

Objective of the analysis

Output

Techniques, tools, tips

11 Marketing imagination and the Passionpoint

Stage two overview

How to begin

From information to insight: capturing themes and tensions

From insight to imagination: the Passion Questions

From imagination to inspiration: the Passionpoint

Frequently asked questions

12 From identity to reality: six guiding principles

Principle no 1: Get the order right

Principle no 2: Understand, inspire and encourage your employees

Principle no 3: Remember that everything communicates

Principle no 4: Make at least one big symbolic gesture

Principle no 5: Be consistent and cohesive

Principle no 6: Link measurement to action

Note

13 Leading from the heart

Postscript

References

Index