Somewhere, deep in every brand statement/ pyramid/ onion/ anatomy/ iceberg/ essence/ journey/ vehicle is an answer to the question ‘what are we passionate about?’
But I don’t think that brands make a big enough deal about passions in general.
Passions in truly great businesses (and brands) tend to be about things like delivering a great customer experience or totally user focused NPD rather than making more widgets for a lower price per unit.
An end-user’s passion for a brand is far more likely to be based on brand experience, usability or all-round gorgeousness than the latest BOGOF deal or the thingumydigit technology behind it all.
The ideal scenario would be to make the businesses behind brands passionate about doing whatever it takes to excite their customer’s passions.
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