Most brands try to appeal to what consumers think they want. But few are able to understand what they really want. This book reveals how brands can build sustainable brand loyalty by tapping into consumer desire. Through interviews with sociologists, psychologists and leading brand consultants, professionals will learn how desires prompt consumers to seek new experiences and explains how brands can best respond. Drawing upon examples 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.
ANNA SIMPSON is a journalist and the Editor of Green Futures, published by the sustainability non-profit Forum for the Future. Her work has been featured in The Guardian, Grist, and the Huffington Post, and she is a regular speaker at global CSR events. To find out more follow Anna on twitter at @_annasimpson.
GREEN FUTURES is the go-to magazine for lively and engaging debate on environmental solutions and sustainable futures. Every month the magazine attracts 16K readers and 10K visitors to their website and they will be offering advertising support for the book.
FEATURING CASE STUDIES
OF LEADING BRANDS
AND THEIR IRRESISTABLE
PRODUCTS. INCLUDING... #1
COMMUNITY ®®
Ansaar Management Company
®®
Made in the Lower East Side
®®
Heineken UK
#2
ADVENTURE ®®
Nike +
®®
ASMALLWORLD
®®
Mulebar
#3
AESTHETICS ®®
Wrap Art & Design
®®
Quantum Designs
®®
Ella’s Kitchen
PROFESSIONAL
BUSINESS
#4
VITALITY ®®
Zumba Fitness
®®
Special Olympics
®®
Oprah
#5
PURPOSE ®®
Grameen Bank
®®
Fifteen
®®
Nobel Prize
To order your copy of The Brand Strategist‘s Guide to Desire by Anna Simpson contact us at orders@palgrave.com