The Brand Strategist's Guide to Desire [electronic resource] : How to give consumers what they actually want /
Simpson, A.author.
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.
Description based upon print version of record.
Cover; Contents; Foreword; Preface; Acknowledgements; Introduction: A guide to desire; 1 Community; Case studies; 1 Ansaar Management Company; 2 Made in the Lower East Side; 3 Heineken UK; 2 Adventure; Case studies; 1 Nike+; 2 ASMALLWORLD; 3 Mulebar; 3 Aesthetics; Case studies; 1 Wrap Art & Design; 2 Quantum Designs; 3 Ella's Kitchen; 4 Vitality; Case studies; 1 Zumba Fitness; 2 Special Olympics; 3 Oprah; 5 Purpose; Case studies; 1 Grameen Bank; 2 Fifteen; 3 Nobel Prize; Afterword: Desiring change; Notes to the text; Further Reading; Index
Includes bibliographic references and index.
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.
Business ethics.
Industrial management—Environmental aspects.
Marketing.
Management.
Industrial management.
Leadership.
Market research.
Business Ethics.
Sustainability Management.
Marketing.
Innovation/Technology Management.
Business Strategy/Leadership.
Market Research/Competitive Intelligence.