Passion Branding: Harnessing the Power of Emotion to Build Strong Brands

This book is ESSENTIAL READING!
WHY?
Because:It is illustrated with examples of successful sponsorship, cause and other emotion–related marketing programmes from around the world including Coca–Cola and Hyundai’s sponsorship of the 2002 Soccer World Cup, Shell Ferrari F1, HSBC Global Education Challenge, Mastercard Major League Baseball, Flora London Marathon, Guinness Rugby World Cup, Proudly South African and LaureusIncludes "leading thoughts" from the some of the worlds leading Passion Branders: Coca–Cola, Mastercard, Diageo, Unilever, IOC, FIFA, Laureus, Octagon, Red Mandarin, Momentum and VelocityIt provides marketers with the tools and insights to persuade their boards that the huge spending commitment involved in sponsorship is worthwhileIt includes the latest thinking vis–à–vis sponsorship’s role as a brand–building and multi–faceted marketing toolIt provides the important measurement tools of the return on investment and valuation methodologies including Octagon South Africa and Nota Bene’s evalu8
 

Spis treści:
Acknowledgements.
Chapter 1. Passion Branding –A New Way of Marketing.
Chapter 2. The Passion Economy–A New way of Thinking.
Chapter 3. Building Brands in the Passon Economy.
Chapter 4. Passion Branding–More than Just Brand Building.
Chapter 5. Passion Platforms.
Chapter 6. Strategic Passion Branding Management.
Chapter 7. Measurement–Accountability and Return on Investment
Chapter 8. A Changing Landscape–Some Challenges to manage.
Appendix: Thought Leaders′ Pen Pictures.

Nota biograficzna:
Neill Duffy, together with colleague Stewart Banner, combined his passion for media and sport to start what is now Octagon South Africa, the country’s leading sports and event marketing consultancy. Octagon has been named as 2001 and 2002 Fina ncial Mail AdFocus Specialist Agency of the Year and are thought leaders in the area of sponsorship marketing. It employs over 100 staff in offices in Johannesburg, Cape Town and Durban. Neill is Group Managing Director.
Octagon Worldwide works with over 100 major brands, global and regional events, star athletes and television properties including the likes of MasterCard, Guinness, BMW, Coca–Cola, Vodafone, World Cup Soccer, Olympic Games, Rugby World Cup, World Cup Cricket, Western Union World of Soccer, World of Rugby, FA Cup, Gravity Games, FIM World Superbike Champs, Anna Kournikova and Lleyton Hewitt.
He has also been intimately involved in the sports broadcast media, having commentated and presented sport on television and radio for over 12 years.
Jo Hooper has spent 8 years at Octagon South Africa and is currently responsible for Strategic Planning and Research.
Working together with Neill, Jo has been instrumental in developing many of Octagon South Africa’s proprietary sponsorship tools including Game Plan and evalu8 and has worked closely with a diverse range of clients including the Cape Town 2004 Olympic Bid, Coca–Cola, Castle Lager (SAB Miller), Major League Baseball, Engen Petroleum (Petronas) and Old Mutual.

Okładka tylna:
This book is ESSENTIAL READING!
WHY?
Because:It is illustrated with examples of successful sponsorship, cause and other emotion–related marketing programmes from around the world including Coca–Cola and Hyundai’s sponsorship of the 2002 Soccer World Cup, Shell Ferrari F1, HSBC Global Education Challenge, Mastercard Major League Baseball, Flora London Marathon, Guinness Rugby World Cup, Proudly South African and LaureusIncludes "leading thoughts" from the some of the worlds leading Passion Branders: Coca–Cola, Mastercard, Diageo, Unilever, IOC, FIFA, Laureus, Octagon, Red Mandarin, Momentum and VelocityIt provides marketers wi th the tools and insights to persuade their boards that the huge spending commitment involved in sponsorship is worthwhileIt includes the latest thinking vis–à–vis sponsorship’s role as a brand–building and multi–faceted marketing toolIt provides the important measurement tools of the return on investment and valuation methodologies including Octagon South Africa and Nota Bene’s evalu8