Through our work we have come to believe that, regardless of category, passion brands share a few common traits:
- Passion brands aspire to be the emotional category leader
- Passion brands demonstrate a unique understanding of their audience
- Passion brands have a sense of where culture is headed and get there first
- Passion brands offer their audiences a unique brand and product proposition that makes them irreplaceable
- Passion brands are relentless in their pursuit of customer and consumer advocacy