The Brand Strategists Guide to Desire: How to give consumers what they actually want Anna Simpson

ISBN: 9781137351814

Published: April 9th 2014

Hardcover

204 pages


Description

The Brand Strategists Guide to Desire: How to give consumers what they actually want  by  Anna  Simpson

The Brand Strategists Guide to Desire: How to give consumers what they actually want by Anna Simpson
April 9th 2014 | Hardcover | PDF, EPUB, FB2, DjVu, audiobook, mp3, RTF | 204 pages | ISBN: 9781137351814 | 8.80 Mb

Most brands try to appeal what consumers think they want. Few realise that they could gain a sustainable competitive advantage by responding more directly to consumer desire. The book reveals how brands can understand the foundations of desire andMoreMost brands try to appeal what consumers think they want. Few realise that they could gain a sustainable competitive advantage by responding more directly to consumer desire. The book reveals how brands can understand the foundations of desire and use it to build sustainable brand loyalty – and in the process help build a healthier society with truly fulfilled customers.Through interviews with sociologists, psychologists and leading brand consultants, Anna Simpson explores five basic desires: Community, Adventure, Aesthetics, Vitality and Purpose.

She demonstrates how each of these desires prompts consumers to seek new experiences and explains how brands can best respond. By examining the motivation behind each purchase, this book explains to the reader how to develop products and services that offer real value. Featuring case studies of leading brands that follow this approach, the book presents techniques and tactics for developing desire-based strategies – arguing that a desire truly fulfilled is more likely to be felt again.



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