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Patagonia, Yeti, Liquid Death, Chewy, Taylor Swift…the top of mind examples when we think “passion brands”.
A passion brand is “a brand [consumers] have an emotional connection with and want to be identified with by their peers.”
To kick off our fall book club, we’re starting off strong with Friction: Passion Brands in the Age of Disruption by Jeff Rosenblum and Jordan Berg. Founding partners of Questus, a digital agency, these two have worked with some of the most influential brands in the world. They’re also the brains behind the documentary The Naked Brand – “a story about how corporations can help save the planet one small step at a time.”
The book breaks down what really builds the best brand. Fun fact, it’s not advertising. With so many new avenues of digital marketing opportunities cropping up every day, it’s hard to keep up with what works vs what matters vs what’s just trending. Jeff and Jordan teach us how to remove the micro and macro friction that plague ourselves, our consumers, and our brands.
What you’ll learn from reading this book:
– Removing friction starts internally – with you and your brand
– Take time to experience the outside world, put your phone down
– Be a great storyteller
– Don’t make shitty PowerPoints
– Page 222 will help you LOADS on how to get started
If you like this book, check out Jeff’s new book “Exponential: Transform Your Brand by Empowering Instead of Interrupting“.
Listen to the episode online or wherever you listen to podcasts.
*We recorded this episode prior to Patagonia founder Yvon Chouinard’s announcement to renounce his billionaire status and transfer his company profits to a non-profit trust to help combat climate change. Removing friction in a company starts with leadership, and this could not be a better example.
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Learn More
Want to know where we got our facts? Check out the links below.
Definition of a Passion Brand
Maker’s Mark – B Corp Certification
What is a B Corp Certification?
Where Can I Buy Friction: Passion Brands in the Age of Disruption
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