Is there any such thing as brand love?
This was the title of Helen Edwards’ chapter in the Account Planning Group’s 2018 compendium of evidence-based marketing theory. It’s a big question. The answer is tour de force embracing a remarkable consumer psychology study, a masterclass on the three-decade body of symbolic consumption theory, and a new concept to bring clarity to the heated brand loyalty debate: ‘loyalty at parity’.
There are other great chapters in there from some of the sharpest thinkers in the discipline. One you have to have.
A trenchant chapter on brand belief
The Sage Definitive Book of Branding pulls together contributions from marketing experts all around the world – exploring topics such as challenger brands, storytelling, co-creation, brand valuation, cause marketing, internal brand engagement, global branding and more.
Passionbrand’s chapter, co-authored by Helen Edwards and Derek Day, examines the extraordinary power of brand belief – and the wisdom of the economist George Gilder’s famous dictum: ‘Capitalism begins by giving’.
Read the chapter here
What is a Passion Brand?
Some brands inspire passionate advocacy in consumers and employees. These ‘Passion Brands’ have 5 things in common:
- They have something important to say about contemporary life
- They act out of beliefs, not just the latest focus group findings
- They are good at something that’s good for people – and stick to it
- They have integrity: the brand is intuitively understood and manifested throughout the business
- They are never sanctimonious, boastful or dull
The partners’ first book was published in 2005. The cases are a bit dated now, but the thinking is as relevant as ever.