Brand Strategist's Guide to Desire (BOK)

Simpson Anna

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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

Produktfakta

Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2014 Forfatter Simpson Anna
Forlag
Nature Pub Group/Palgrave Macm
ISBN 9781137351814
Antall sider 204 Dimensjoner 14,7cm x 22,6cm x 2,3cm
Vekt 406 gram Leverandør Bertram Trading Ltd