Helen Edwards is a London Business School MBA and PhD with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT. She lectures on brand management at London Business School.Derek Day has 25 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.

"The perfect text for today's planner." Malcolm White, Account Planning Group "This is a very rewarding read. The first half points out where so many brands have lost their differentiation thanks to the separation of Marketing from the rest of the organisation and Marketing's subsequent overhyping of its power base - the consumer perspective...The second half sets out how to identify and maximise the soul of a brand. This will be a slow burn hit that eventually becomes a key text. Get yours now." Chris Forrest, The Nursery "A great debate starter for anyone in business." Brand Strategy "Creating Passion Brands builds on existing branding notions and reiterates the commercial value of good old fashioned principles as well as introducing some fresh, practical ideas that can be applied to any company, irrespective of size." Inside Retailing "This powerfully argued book is a call to arms, not just to marketing departments but to anyone in business." Accounting and Business "Edwards and Day offer a structured and thoughtful approach to Passionbrand building to anyone looking for a new approach to a very old problem." MBA Magazine "A useful and enjoyable book to read: the information is disseminated seamlessly, and the references are current." Quality World "This book is a perfect example of thinking outside the box - Edwards and Day have provided one of the most innovative, intriguing business books of the season." Kirkus Reviews "You can make a lot of money with a brand by ignoring everything in this book, but your products will be dull and your employees bored...Creating Passionbrands accurately describes processes by which we can all have more fun." Brand Strategy "The authors are well-placed to illustrate the way in which a venerable but moribund brand can transform itself with passion...they distil this experience and insight into six guiding principles, which all modern corporations could follow with advantage." Argent "Edwards and Day provide their readers with both a practical framework to examine a brand's scope for passion and a structured process for developing it." Admap Magazine "A step-by-step process for emulating successful brands and for building strong emotional connections with consumers." Reference and Research Book News "One of the more rewarding contributions to the subject in recent years." Marketing Magazine "The identification of consumer-led brands as a negative phenomenon, the idea that some brands can become passion brands and the articulation of an insightful list of truly stimulating creative questions that can be used to inspire marketing imagination are valuable contributions." Journal of Product and Brand Management "Explains the importance of "Passion brands" - brands which ignite passion both inside and outside the company - and sets out a proven methodology for the creation and maintenance of Passion brands." Journal of Economic Literature

• Chapter - 00: Introduction;Section - ONE: Why;Chapter - 01: From understanding to obsession;Chapter - 02: The five symptoms of malaise of consumer-led brands;Chapter - 03: Why brands need belief;Chapter - 04: Why passive belief won’t do;Chapter - 05: Just another brand – or a Passionbrand?;Section - TWO: How;Chapter - 06: Creating Passionbrands: the journey starts here;Chapter - 07: Corner no 1: ideology;Chapter - 08: Corner no 2: capability;Chapter - 09: Corner no 3: consumer;Chapter - 10: Corner no 4: environment;Chapter - 11: Marketing imagination and the Passionpoint;Chapter - 12: From identity to reality: six guiding principles;Chapter - 13: Leading from the heart

Helen Edwards is a London Business School MBA and PhD with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT. She lectures on brand management at London Business School.Derek Day has 25 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.

"The perfect text for today's planner." Malcolm White, Account Planning Group "This is a very rewarding read. The first half points out where so many brands have lost their differentiation thanks to the separation of Marketing from the rest of the organisation and Marketing's subsequent overhyping of its power base - the consumer perspective...The second half sets out how to identify and maximise the soul of a brand. This will be a slow burn hit that eventually becomes a key text. Get yours now." Chris Forrest, The Nursery "A great debate starter for anyone in business." Brand Strategy "Creating Passion Brands builds on existing branding notions and reiterates the commercial value of good old fashioned principles as well as introducing some fresh, practical ideas that can be applied to any company, irrespective of size." Inside Retailing "This powerfully argued book is a call to arms, not just to marketing departments but to anyone in business." Accounting and Business "Edwards and Day offer a structured and thoughtful approach to Passionbrand building to anyone looking for a new approach to a very old problem." MBA Magazine "A useful and enjoyable book to read: the information is disseminated seamlessly, and the references are current." Quality World "This book is a perfect example of thinking outside the box - Edwards and Day have provided one of the most innovative, intriguing business books of the season." Kirkus Reviews "You can make a lot of money with a brand by ignoring everything in this book, but your products will be dull and your employees bored...Creating Passionbrands accurately describes processes by which we can all have more fun." Brand Strategy "The authors are well-placed to illustrate the way in which a venerable but moribund brand can transform itself with passion...they distil this experience and insight into six guiding principles, which all modern corporations could follow with advantage." Argent "Edwards and Day provide their readers with both a practical framework to examine a brand's scope for passion and a structured process for developing it." Admap Magazine "A step-by-step process for emulating successful brands and for building strong emotional connections with consumers." Reference and Research Book News "One of the more rewarding contributions to the subject in recent years." Marketing Magazine "The identification of consumer-led brands as a negative phenomenon, the idea that some brands can become passion brands and the articulation of an insightful list of truly stimulating creative questions that can be used to inspire marketing imagination are valuable contributions." Journal of Product and Brand Management "Explains the importance of "Passion brands" - brands which ignite passion both inside and outside the company - and sets out a proven methodology for the creation and maintenance of Passion brands." Journal of Economic Literature

• Chapter - 00: Introduction;Section - ONE: Why;Chapter - 01: From understanding to obsession;Chapter - 02: The five symptoms of malaise of consumer-led brands;Chapter - 03: Why brands need belief;Chapter - 04: Why passive belief won’t do;Chapter - 05: Just another brand – or a Passionbrand?;Section - TWO: How;Chapter - 06: Creating Passionbrands: the journey starts here;Chapter - 07: Corner no 1: ideology;Chapter - 08: Corner no 2: capability;Chapter - 09: Corner no 3: consumer;Chapter - 10: Corner no 4: environment;Chapter - 11: Marketing imagination and the Passionpoint;Chapter - 12: From identity to reality: six guiding principles;Chapter - 13: Leading from the heart