The Brand Strategist's Guide to Desire How to give consumers what they actually want

by Simpson, Anna

• ISBN13: 9781137351814
• ISBN10: 1137351810
• Format: Hardcover
• Copyright: 2014-04-09
• Publisher: Palgrave Macmillan

Summary

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

Author Biography

Anna Simpson is a journalist and the Editor of Green Futures, the solutions magazine founded by Jonathon Porritt and published by the sustainability non-profit Forum for the Future. Green Futures won the 2012 and 2013 APEX Excellence in Publication Award under Anna's management.  Anna's work has been published in the Guardian, Grist, Huffington Post, UTNE Reader, and Diplomat. She is a regular speaker at global CSR events, including the World Forum for a Responsible Economy, the Future Cleantech Forum and the Euro-Mediterranean Energy Efficiency Forum. The former Editor of WENnews, published by the Women's Environmental Network, Anna has sat on numerous judging panels for sustainability, including the European Commission Environmental Management Awards Scheme, the EU Ecolabel Awards and the Women in Social and Environmental Enterprise Awards. She has a first class BA from Oxford University, and a Masters from the School of Oriental and African Studies, London.

Table of Contents

Introduction1. Community
2. Adventure
3. Aesthetics
4. Vitality
5. Purpose