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

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Only then can a brand truly harness the power of fan emotion as a means by which to enhance brand equity.

For further information, please contact Neill Duffy on or neill. Passion Branding Passion Branding is published by Wiley UK and is available in hardback at major book stores or via the web here. Octagon was named as and Financial Mail AdFocus Specialist Agency of the Year and are considered thought leaders in the area of sponsorship marketing. Octagon employs over staff in offices in Johannesburg, Cape Town ad Durban.

Neill is Group Managing Director.

What Can a Brand Ambassador Do for You?

The questionnaire covered levels of interest or passion for a range of sports, cultural activities and causes; sponsorship awareness levels; usage of selected sponsoring brands and services and statements concerning consumer attitudes towards sponsorship and advertising. The best kinds of brands, the best kinds of people, are the ones that know how to tell a story.

How does one learn to harness the power of storytelling to connect with your audience, even if they hate you? He was creating a story that we could relate to, empathize with, and connect to. He developed characters, he shared their experiences, he made us feel.

Passion Branding Seminar

Storytelling is magical. We all love a good story, but do we all know how to tell it? Maybe a great story is always great. Have you ever found yourself loving a brand even though you hate its product? Have you ever found yourself mesmerized by a brand, a company, or even celebrity and thought to yourself, why?

Why am I so hooked?

How To Drive Event Sales with Emotions

What is SO special about them that I need more. I certainly have found myself mesmerized. Most of us have. I mean, come on, have you seen my Kate Spade Collection? I sat down and I thought about the why.

Who Are Brand Ambassadors?

Why do I feel connected? Why do I want more? Why, why, why?! If I lost you already, then I failed. I failed at telling a compelling enough story to keep you interested. I like the fluff. I like the stuff that makes us feel connected. I like feeling human. I like schmoozing. I promise. In the 5 fundamentals of connecting with your audience , I talked about speaking and listening to your audience, but also about sharing your story.

At the core of all storytelling is the ability to share and tell your story. But how?


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All good storytelling requires a connection between you and your target audience. It gives us the ability to get the sort of interaction that we are hoping for in exchange. The tone that is set, from focus groups to brand messaging is the thing that comes back most frequently. In a world in which consumers are almost never disconnected from their digital devices, and digital referrals are fundamentally more influential than paid advertising, the obligation to give back what has been given to us is the most powerful form of branding.

Top executives of passion brands seem to understand the power of reciprocity in the most purely positive ways. So he strives to give more value than what his customers pay for.


  • 1. What Are These Key Emotions?.
  • Share your values. Connect with purpose.;
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  • Passion Branding: Harnessing the Power of Emotion to Build Strong Brands!

The value equation becomes out of balance in a good way. Reciprocity motivates their customers to evangelize for the brand, both online and on the ball field. Human beings want balance. The need for reciprocity coupled with ubiquitous digital connections turn customers into digitally-enabled evangelists who spread the brand message much more effectively than any form of paid media. Notify me of followup comments via e-mail.