What we think
Read Helen’s latest
Marketing Week column
Books
Latest: a chapter on brand belief in ‘The Definitive Book of Brandingʼ
What is a brand for? It is for changing the world. It is for improving the lot of human existence. It is for making a small difference based on big convictions.
DEFINITIONS
Brand
A product or service plus values and associations.
Consumer-led Brand
A brand that habitually uses the findings of consumer research for direction, not illumination.
Brand Belief
The brand’s take on the world, a view on what would make the world a little better, and how the brand can work toward making it happen.
Passion Brand
A brand with a clear belief, a deep understanding of people, and the capability, confidence, and exuberance to connect the two.
From the Passionbrand chapter in The Definitive Book of Branding, which brings together thinking from 22 world-renowned marketing specialists
‘Creating Passion Brands: how to build emotional brand connection with customersʼ
PUBLISHED IN 2005
The cases are a little out of date but the thinking is as timely as ever
A lucid examination of brand DNA.Sir Tim Clark, President, Emirates Airline
Articles
Talks
Check out Helen’s 10-minute slot for the inaugural Campaign Underground ‘anti conference’ event.
Scroll through Helen and Derek’s winning presentations at the APG’s ‘Battle of Big Thinking’ conferences.
What we do
We promise to help our clients make their brands more rewarding – for employees, for customers, and for the business.
Skills
Clients
Tools and frameworks
- Passion Brand positioning framework
Beliefs, culture, capability, customers, the wider environment: they’re all part of positioning. The art is finding the sweet spot.
- Zones of Brand Perception activation tool
A dynamic touchpoint tool that puts the consumer in the centre and works out from there.
- Internal brand engagement framework
A 6-stage process, each one seen from the employee’s point of view. Developed by Passionbrand in conjunction with HR professionals at easyJet, where the framework was first used. Now taught as a brand engagement case by Helen in her guest lectures at London Business School.
- The Spectrum of Self – targeting tool
Instead of thinking about your consumer as a static ‘target’, think about the ‘journey of self’ that they are on.
- Helpful definitions
Marketing is full of terms that get casually bandied about. But what do they really mean?
Who we are
London Business School MBA
PhD in marketing
Lectures on the MBA brand management elective at
London Business School, and Bath University
Co-author, Creating Passion Brands: How to build
emotional brand connection with customers
20 years working with brands
Award-winning columnist for Marketing and Campaign
30 years working with brands
Has created and developed global brand ideas for
Mercedes-Benz, Emirates, Unilever, The BBC
Co-author, Creating Passion Brands: how to build
emotional brand connection with customers
Contributor to Marketing and Market Leader
Work published in 11 D&AD Annuals in five creative disciplines
New York One Show Gold winner
What we love
Where we are
