John Grant suggests that we should adapt the term ‘marketing enthusiasm' instead. This, he argues, provides an alternative to image and is more involving. Enthusiasm suggests a passion for something rather than passively being attracted to it.

John suggests seven rules of Marketing Enthusiasm: 1. Find a bigger enthusiasm than your brand 2. Give people a way to get involved# 3. Innovate to build life-relevance 4. Co-operate 5. Catch On 6. Partner Up 7. Build a Molecule

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