Passion brands : why some brands are just gotta have, drive all night for, and tell your friends about - Newlin, Kate. (Amherst, NY : Prometheus Books, 2009)
Foreword / Mark DiMassimo -- Pt. 1. Seven Accelerators of Passion Branding -- Ch. 1. The Brands We Love -- Ch. 2. Work the Worldview, Not the Age, Race, or Gender -- Ch. 3. Differentiate on Design -- Ch. 4. Hire Passionistas -- Ch. 5. Know They Know You Need Them -- Ch. 6. Democratize the Brand -- Ch. 7. Mine the Mythos -- Ch. 8. Brand the Buzz -- Ch. 9. My Prescription for Building Brand Passion -- Pt. 2. Why Now? -- Ch. 10. The Aging of Us -- Ch. 11. The New Isolationism -- Ch. 12. The Automaton-ization of Reality -- Ch. 13. The "Other People Who Bought This Book Also Liked ..." Identity -- Ch. 14. The Ubiquitous Marketing Gene.
Includes index.
Keywords: Brand name products; Consumers -- Attitudes; Customer loyalty; Branding (Marketing)