The Brand Strategist''s Guide to Desire : How to give consumers what they actually want
1st ed. 2014
by
A. Simpson
Book Details
Format
Paperback / Softback
ISBN-10
1349468967
ISBN-13
9781349468966
Edition
1st ed. 2014
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jan 1st, 2014
Print length
190 Pages
Weight
276 grams
Dimensions
14.00 x 21.60 x 1.30 cms
Ksh 4,150.00
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This is a guide to help brand strategists consider what people really want in order to enhance their lives, and think about the role of their brand in responding to these desires. A brand which both enhances people’s lives, and nurtures the resources on which they depend, will prove more resilient, win trust and achieve better results.
This is a guide to help brand strategists consider what people really want in order to enhance their lives, and think about the role of their brand in responding to these desires. It offers a new framework for understanding desire, based on some of the things that are really important to us: our family, friends and community; the desire to explore, learn and grow; how we experience the world through our senses; our appetite to live life to the full; and what we set out to achieve. Brand strategists are the link between a commercial proposition and the lives it means to touch. They can talk to the people the company wants to reach, and - more importantly - listen to them. A brand which both enhances people''s lives, and nurtures the resources on which they depend, will prove more resilient, win trust and achieve better results.
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