—Kristina Brenneman, "Flowerbud hopes to bloom under Nerve's watchful care," Business Journal-Portland, April 21, 2000
The difference between the new passion brands and brand emotion is that passion brands don't start with a functional product and then attempt to wrap a layer of added emotional attributes around it. The product itself is the emotion: excitement, fun, a sense of belonging, a belief, a cause, a social occasion. Passion brands give meaning to our lives directly, not as an afterthought, making most traditional brands' attempts to add emotional value look pale, insipid and artificial.
—Alan Mitchell, "Core passion displaces emotion-added brands," Marketing Week, September 2, 1999
"We love Harry's integrity and passion for great advertising," said Nigel Carr, managing partner and general manager of KB&P West. "Our goal is to grow the agency by finding more passion brands' that have heart and soul . . . Harry is a find and we're lucky to have him help us."
—Jane Irene Kelly, "Groome's Goal: Grow KB&P West," ADWEEK, JUNE 15, 1998