Johnnie Moore

Passion branding

Passion brands bring people together based on common interests and excitements. I'm particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.
Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

Earlier today I posted to the Beyond Branding blog reflecting on how the book has become a kind of Passion Brand.

I first came across this idea in Alan Mitchell’s excellent book Right Side Up.

Martin Lindstrom has written here about passion branding from the producer perspective and counts Lego, Harley Davidson among examples.

But what I’m intrigued by are brands that are driven not by a producer’s desire to make money (however well disguised) but by a community’s shared interests and excitements.

The net has made it possible for these sorts of communities to form and organise themselves. These communities have potential to create great value for members, often without money changing hands. They create real human value but economists won’t pick it up. So I think they are often less well recognised than more conventional, more vulgar brands.

My recent entries have focussed on Movable Type which is a good example. The charge for the package is low (nil to personal users) and the value is high, in large part because support is offered by users in a forum.

The world of marketing gets fixated with the noisy brands – but over time I think we’ll come to see them as inefficient and be suitably unimpressed. The real learning, and real value, is going to come from networks of people collaborating.

Share Post

More Posts

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

What brand are you?

Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on

Just Undo It?

The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons

Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

Marketing, diagrams and despair

Earlier this week I attended a debate on the proposition “Marketing isn’t Working”. Like all such adversarial set ups it tended to revolve largely around

More Updates

Emotional debt

Releasing the hidden costs of pent up frustrations


Finding the aliveness below the surface of stuck

Johnnie Moore

Crowds and experts

I’m enjoying The Wisdom of Crowds a lot. The author knows how to write with lots of wonderful stories to illustrate his argument. (See Dave Pollard’s useful review here.) It

Johnnie Moore

Well, it made me laugh

There’s been a bit more activity in the Improvisation in Business Yahoo Group lately and some good discussions. People have been giving their feedback on the recent conference. Including my

Johnnie Moore


I’m a terrible procrastinator. Or perhaps I should say I’m a very skilled one. For the last couple of days I’ve been feeling a bit gloomy. And anxious about a

Johnnie Moore

The post-productive economy

Kevin Kelly makes some great points about a “post-productive economy”. This really scratches lots of itches for me. Even if you don’t agree with him I think it’s a great