The Brand Strategist's Guide to Desire

How to give consumers what they actually want

Business & Finance, Economics, Sustainable Development, Business Reference, Business Ethics
Cover of the book The Brand Strategist's Guide to Desire by A. Simpson, Palgrave Macmillan UK
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Author: A. Simpson ISBN: 9781137351821
Publisher: Palgrave Macmillan UK Publication: March 16, 2014
Imprint: Palgrave Macmillan Language: English
Author: A. Simpson
ISBN: 9781137351821
Publisher: Palgrave Macmillan UK
Publication: March 16, 2014
Imprint: Palgrave Macmillan
Language: English

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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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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