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

Name: The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want
Brand: Springer
SKU: 9781349468966
Price: 1836.0 INR
Availability: InStock

by A. Simpson

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ISBN13: 9781349468966
Binding: Paperback
Subject: N/A
Publisher: Springer
Publisher Imprint: Palgrave MacMillan
Publication Date: January 1, 2014
Pages: 190
Original Price: EUR 24.99
Language: English
Edition: 2014
Item Weight: 251 grams
BISAC Subject(s): Marketing / Research, Consumer Behavior, and Business Ethics

About The Book

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.

About The Author

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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