passion brand

passion brand
A brand that resonates with consumers and makes them passionate about the brand's products or services.
Example Citations:
After six months without an agency, Lake Oswego-based has hired Nerve Inc. to oversee its $ 7.3 million advertising campaign, which will debut in mid-July. ... 'Our goal is to be the passion brand,' said Traci Hill, Nerve's account supervisor. 'We're going after a more emotional target — the passionate, soulful person who recognizes the role flowers play.'
—Kristina Brenneman, "Flowerbud hopes to bloom under Nerve's watchful care," Business Journal-Portland, April 21, 2000
This development illustrates a much bigger sea change within the sponsorship industry: new forms of passion brands are seizing the high ground over brand emotion. The sand is running out for the decades-long attempt to "add" emotional values to unemotional products. A 30-40-year detour in the history of marketing theory and practice is coming to an end.
The difference between the new passion brands and brand emotion is that passion brands don't start with a functional product and then attempt to wrap a layer of added emotional attributes around it. The product itself is the emotion: excitement, fun, a sense of belonging, a belief, a cause, a social occasion. Passion brands give meaning to our lives directly, not as an afterthought, making most traditional brands' attempts to add emotional value look pale, insipid and artificial.
—Alan Mitchell, "Core passion displaces emotion-added brands," Marketing Week, September 2, 1999
Earliest Citation:
Kirshenbaum Bond & Partners West has tapped Harry Groome, co-founder of Odiorne Wilde Narraway Groome (now Odiorne Wilde Narraway & Partners), as account director.
"We love Harry's integrity and passion for great advertising," said Nigel Carr, managing partner and general manager of KB&P West. "Our goal is to grow the agency by finding more passion brands' that have heart and soul . . . Harry is a find and we're lucky to have him help us."
—Jane Irene Kelly, "Groome's Goal: Grow KB&P West," ADWEEK, JUNE 15, 1998
Related Words: Category:

New words. 2013.

Игры ⚽ Нужна курсовая?

Look at other dictionaries:

  • brand slut — n. A consumer with no loyalty to a particular brand. Example Citations: 5 Brand Sluts: Yeah, we re talkin to you. Trendster and JWT Exec VP Marian Salzman defines brand sluts as consumers who flit from one brand to the next with no sense of… …   New words

  • brand name-dropping — n. Attempting to impress others by frequently mentioning the brand names of goods that one owns. Example Citation: DotComGuy s year long experiment in self imposed isolation, e commerce and brand name dropping has finally come to an end and he s… …   New words

  • brand wagon — n. Brand + bandwagon: The current trend towards using branding concepts and techniques in marketing. (Branding means marketing a product or service in such a way as to create a distinctive identity.) Example Citation: Everbody s jumping on the… …   New words

  • Passion Pop — is an Australian alcoholic beverage, labeled as a carbonated passion flavoured wine based beverage. The product is produced by Miranda Wines Pty Ltd in Victoria and comes in a number of flavours: Original (passionfruit flavoured); Mixed Berry… …   Wikipedia

  • Brand Malaysia with Peter Pek — Infobox Radio Show show name = Brand Malaysia with Peter Pek imagesize = 200px caption = format = Talk show audio format = Stereophonic record location = Kuala Lumpur, Malaysia runtime = ca. 45 min creator = Peter Pek developer = producer =… …   Wikipedia

  • Passion Radio — Radio station name = Passion Radio airdate = 5 September 2000 frequency = area = Sussex format = Dance owner = Passion Digital Radio Ltd website =|] Passion Radio is an Independent Local… …   Wikipedia

  • passion pop — noun a) A particular brand of very cheap, sweet sparkling wine, famous for 30 years of being the cheapest drink for teenage girls. b) Generically any very cheap, sweet sparkling wine …   Wiktionary

  • single-brand store — n. A store that sells only a single brand of merchandise. Also: single brand store. Example Citations: In No Choice, Klein indicates how the promise of a huge array of consumer choice has been betrayed by mergers, franchising and corporate… …   New words

  • ghost brand — n. A once famous brand name that remains on sale but is no longer popular. Example Citation: In that regard, I remembered a clipping I d saved from 1997. ... It starts, Burma Shave, Brylcreem, Pepsodent, Ovaltine, William s Lectric Shave, RC Cola …   New words

  • Dark Passion Play — Studioalbum von Nightwish Veröffentlichung 28. September 2007 (Nuclear Blast) 26. September 2007 (Spinefarm Records) 2. Oktober 2007 (Roadrunner Records) Label …   Deutsch Wikipedia

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”