2. OVERVIEW
• Definition
• Passion Brands
• Paths to Passion
• Seven Accelerators
• Vintage Soft Drinks
• The Future of Cheerwine

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. STARBUCKS
• http://www.youtube.com/watch?v=p5PhM
GCF_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

10. 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

11. STARBUCKS: PASSION BRAND INDEX

12. STARBUCKS: PASSION BRAND INDEX

13. 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

14. 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

15. 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

16. 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.