The Brand Strategist's Guide to Desire

How to give consumers what they actually want
 Book
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ISBN-13:
9781349468966
Einband:
Book
Erscheinungsdatum:
01.01.2014
Seiten:
208
Autor:
A. Simpson
Gewicht:
267 g
Format:
216x140x11 mm
Sprache:
Englisch
Beschreibung:

Combines two hot topics, sustainable business and emotional branding to give holistic approach to creating brand loyalty
Introduction1. Community 2. Adventure 3. Aesthetics 4. Vitality 5. Purpose
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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