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The Brand Strategist's Guide to Desire : How to Give Consumers What They Actually Want by Anna Simpson (auth.) is a nonfiction available to read on EtoBox.

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Blending emotional branding and sustainable thinking, this book will help brands understand the foundations of desire to create sustainable brand loyalty, healthier societies, and more fulfilled customers. Supported by interviews and case studies, Simpson explores five primary desires: self-worth, social life, culture, comfort, and exploration. Brands are supposed to meet their customers' needs; but does industry understand what really matters to them? The Brand Strategist's Guide to Desire provides a ground-breaking model for understanding and responding to consumer desire, offering brands a way to build strong relationships and gain a lasting competitive advantage. Through interviews with sociologists, psychologists and leading brand consultants, Anna Simpson explores five common desires: community, adventure, aesthetics, vitality and purpose. She argues that, by examining motivation, companies can understand how to develop successful products and services that offer real value. Featuring case studies of leading brands that follow this approach, including Nike, Oprah and Zumba, the book presents techniques and tactics for desire-based strategies, arguing that a desire well met is

Who reads The Brand Strategist's Guide to Desire : How to Give Consumers What They Actually Want?

Author

Anna Simpson (auth.)

Publisher

Palgrave Macmillan UK

Published

2014

Language

EN

ISBN

9781137351814

Category

nonfiction

Subjects

Management, Business, Marketing