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The Brand Strategist''s Guide to Desire: How to give consumers what they actually want

English

By (author): A. Simpson

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 peoples lives, and nurtures the resources on which they depend, will prove more resilient, win trust and achieve better results. See more
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Product Details
  • Dimensions: 140 x 216mm
  • Publication Date: 12 Mar 2014
  • Publisher: Palgrave Macmillan
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9781137351814

About A. Simpson

Anna Simpson is a journalist and the Editor of Green Futures the solutions magazine founded by Jonathon Porritt and published by Forum for the Future. She is a regular speaker at global conferences recently the World Forum for a Responsible Economy the Future Cleantech Forum and the Euro-Mediterranean Energy Efficiency Forum. Anna has also been a jury member for various award schemes including the European Commission Environmental Management Awards Scheme the EU Ecolabel Communications Awards and the Women in Social and Environmental Enterprise Awards. She has a first class BA in English and French from Oxford University and a Masters from the School of Oriental and African Studies London. @_annasimpson

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