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portada The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want
Type
Physical Book
Publisher
Author
Year
2014
Language
English
Pages
190
Format
Hardcover
ISBN13
9781137351814
Edition No.
2014
Categories

The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want

A. Simpson (Author) · Palgrave Macmillan · Hardcover

The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want - A. Simpson

New Book Imported to South Africa
Delivery: 09 Sep - 18 Sep Shipping: 12 to 14 business days.
R 819
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Synopsis "The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want "

Most brands try to appeal what consumers think they want. Few realise that they could gain a sustainable competitive advantage if their brands respond directly to consumer desire. The book reveals how brands can understand the foundations of consumer desire and use it to build sustainable brand loyalty and in the process help build a healthier society with truly fulfilled customers. Through interviews with sociologists, psychologists and leading brand consultants, Anna Simpson establishes five basic desires: Self-worth; Social life; Culture; Comfort; Food. She demonstrates how each of these desires prompts consumers to seek new experiences and explains how brands can best respond. By examining the motivation behind each purchase, this book explains to the reader how to develop products and services that are irresistible. Featuring case studies 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.

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