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

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.

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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