Table of Contents

Acknowledgements.
Chapter 1. Passion Branding ?A New Way of Marketing.


Chapter 2. The Passion Economy?A New way of Thinking.


Chapter 3. Building Brands in the Passon Economy.


Chapter 4. Passion Branding?More than Just Brand
Building.


Chapter 5. Passion Platforms.


Chapter 6. Strategic Passion Branding Management.


Chapter 7. Measurement?Accountability and Return on
Investment


Chapter 8. A Changing Landscape?Some Challenges to
manage.


Appendix: Thought Leaders' Pen Pictures.

About the Author

Neill Duffy, together with colleague Stewart Banner,
combined his passion for media and sport to start what is now
Octagon South Africa, the country?s leading sports and event
marketing consultancy. Octagon has been named as 2001 and 2002
Financial Mail AdFocus Specialist Agency of the Year and are
thought leaders in the area of sponsorship marketing. It employs
over 100 staff in offices in Johannesburg, Cape Town and Durban.
Neill is Group Managing Director.

Octagon Worldwide works with over 100 major brands, global and
regional events, star athletes and television properties including
the likes of MasterCard, Guinness, BMW, Coca-Cola, Vodafone, World
Cup Soccer, Olympic Games, Rugby World Cup, World Cup Cricket,
Western Union World of Soccer, World of Rugby, FA Cup, Gravity
Games, FIM World Superbike Champs, Anna Kournikova and Lleyton
Hewitt.

He has also been intimately involved in the sports broadcast media,
having commentated and presented sport on television and radio for
over 12 years.
Jo Hooper has spent 8 years at Octagon South Africa and
is currently responsible for Strategic Planning and Research.

Working together with Neill, Jo has been instrumental in developing
many of Octagon South Africa?s proprietary sponsorship tools
including Game Plan and evalu8 and has worked closely with a
diverse range of clients including the Cape Town 2004 Olympic Bid,
Coca-Cola, Castle Lager (SAB Miller), Major League Baseball, Engen
Petroleum (Petronas) and Old Mutual.

Reviews

"?the book contains examples of successful sponsorship
programs?this is a useful book?" (Sponsorship News,
September 2003)
?? advocates sponsorship and cause-related marketing
as a way of associating emotions with a brand and eventually
turning customer passion into profits....? (Gulf Business,
January 2004)


??a valuable aid for marketers involved in
sponsorship and cause-related marketing.? (Marketer,
September 2004)