Drawing on both research and academic theory, the authors put forward a practical, systematic approach to the business of creating passion brands from existing brands. Always vivid, often contentious, Creating Passion Brands shows what really counts at the heart of branding today.
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Helen Edwards has 16 years of experience working with brands, including Johnson & Johnson, Unilever and British Telecom. She lectures on brand management at London Business School.
Derek Day has 25 years of experience working with brands, most recently as Worldwide Creative Director for Unilever. He has won creativity and effectiveness awards for his work on Mercedes-Benz, British Telecom, and The Co-operative Bank."About this title" may belong to another edition of this title.
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