I’ve been reading Passion Brands: Why Some Brands Are Just Gotta Have, Drive All Night For, and Tell All Your Friends About by Kate Newlin, and am enjoying her analysis of what makes a “passion brand.” Passion brands are those with which consumers form an emotional attachment, and which they recommend enthusiastically to their friends. Indeed, passionate brands inspire evangelism, and their loyalists are disappointed if friends fail to follow their advice.

For me, the piece of advice that most resonated was that to build a passion brand, you must hire “passionistas.” Those employees bring their own passion for the category and the brand, and the people they interact with will see their genuine enthusiasm and become infected themselves. Newlin writes, […]