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Book synopsis

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 more likely to be felt again. #BrandGuide2Desire

Book details

Book category Books in English Economics, finance, business & management Business & management Business strategy

• Full title: Brand Strategist's Guide to Desire
• Author: Simpson Anna
• Language: English
• Binding: Hardback
• Number of pages: 190
• EAN: 9781137351814
• ISBN: 1137351810
• ID: 02262010
• Publisher: Palgrave Macmillan
• Weight: 386 g
• Dimensions: 143 × 217 × 17 mm
• Date of publishing: 12. March 2014

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