This episode discusses the book Creating Passion Brands – how to build emotional brand connection with customers by Helen Edwards. 

Essentially, it's key not to mistake being consumer focused with being consumer led. Some brands are asking for consumer approval for their every action even to the extent of asking consumers what their brand essence should be. 

Being consumer-led in a brand’s strategic approach inevitably blurs the brand’s clearly defined brand image and makes it average. Listen in to find out more about

• How brand belief needs to infuse everything a brand does
• What to foster to build a strong brand
• What needs to remain true over time, and what can change as a brand develops.
• The importance of leading rather than  following
• Why the values need to drive the brand's point of view, and conviction.

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