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OVERVIEW

• Definition

• Passion Brands

• Paths to Passion

• Seven Accelerators

• Vintage Soft Drinks

• The Future of Cheerwine

WHAT IS A PASSION BRAND?

• A primarily affective, extremely positive attitude toward a specific brand that leads to emotional attachment and influences relevant behavioral factors

• Brand passion describes the zeal and enthusiasm features of consumer brand relationship

• If a consumer is passionate about a brand, he/she will engage in a much more emotional relationship with the brand and even miss the brand or feel loss when the brand is unavailable

APPLE• Mission statement

• Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad

• Apple has 364 retail stores in thirteen countries as well as the online Apple Store and iTunes Store

• It is the largest publicly-traded company in the world by market capitalization

• The Apple market cap is larger than that of Google and Microsoft combined

WHAT MAKES APPLE A PASSION BRAND

• Apple’s culture has always been remarkable for two distinguish features: innovations and passion.

• Passion brands such as Apple never target consumers in a traditional way.

• They pinpoint shared values around the world and then they illustrate how the brand shares that vision.

• A brand identity based on a worldview rather than a demographic will attract a larger and more culturally diverse customer base.

• The use of emotional marketing with their commercials and advertisements

• The sleek design

HOW CHEERWINE CAN LEARN FROM APPLE:• Use emotional marketing to advertise

• Commercials

• Widen the demographics

• Emphasis on their design

• Pinpoint shared values• Try to steer away from the idea that Cheerwine is only a drink

for the south

NIKE

• Mission: To bring inspiration and innovation to every athlete* in the world.

• *If you have a body, you are an athlete.

• History• Phil Knight• 1965 – the swoosh• 1975 – the corrugated sole • 1980s – Air Jordan

• Nike – a passion brand of today:• Marketing tactics toward consumption age• Attention to external investment• Innovation

HOW CHEERWINE CAN LEARN FROM NIKE:Target the consumption age with engaging marketing efforts

Pay attention to external investment and emphasize quality; connect the brand spiritually to consumers (who is Cheerwine really?)• Innovation – new products, lines and categories

STARBUCKS

• http://www.youtube.com/watch?v=p5PhMGCF_3o

• Today’s brand passion index featured coffee: looking at men and women’s emotions, opinions and behaviors on coffee brands, as expressed through social media

• Starbucks Is the coffee buzz king

HOW CHEERWINE CAN LEARN FROM STARBUCKS:

• Be bold, colorful, and creative• Expand target audience to all (ex.- Coke

is loved by everyone not just one specific audience)

• Create the experience not just the drink• Play off the seasons and create

seasonal ideas• Convenience: offer Cheerwine at more

places, cities, and countries

STARBUCKS: PASSION BRAND INDEX

STARBUCKS: PASSION BRAND INDEX

STARBUCKS: CREATING BRAND IMAGE

• http://www.youtube.com/watch?v=cROhuaqtd2Y

• Starbucks has a luxurious coffee shop feel and also lets you have your freedom to have any type of coffee, latte, frap, smoothie, etc you choose

PATHS TO PASSION – THE 7 ACCELERATORS

1. Adopt and Promote a Shared Worldview – Target Values

2. Use Design as a Differentiator and Lovemark

3. Hire Passionate Employees

4. Engage Customers and Become More Personal (Know They Know You Need Them)

5. Democratize the Brand

Social Research

Co-Production

Co-Marketing

Partnership

6. Use Backstories and Arcs – Respect Brand DNA

7. Brand the Buzz

VINTAGE SOFT DRINKS

• Growing interest among consumers in “authentic” products – historic brands with community roots

• Makers of vintage soft drinks seeking to capitalize on the trend• increased marketing efforts• selling merchandise and

packages that scream olds school

• “It all begins with a deep belief in the brand.” –Tom Barbitta

IMPLICATIONS FOR CHEERWINE

• Look beyond the old, simple rules of marketing – they just don't work anymore (product, package, position, price, and promotion).

• Now Cheerwine marketers must react to consumers in real time and encourage 'brand democracy’ (in which users can help decide a product's characteristics).

• Don’t target demographics – target values.