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The Brand Strategist's Guide to Desire: How to give consumers what they actually want Hardcover – 10 Mar 2014


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Product details

  • Hardcover: 256 pages
  • Publisher: Palgrave Macmillan (10 Mar. 2014)
  • Language: English
  • ISBN-10: 1137351810
  • ISBN-13: 978-1137351814
  • Product Dimensions: 14.5 x 2 x 21.3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 1,210,805 in Books (See Top 100 in Books)
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'Brilliant, inspiring and instructive! The Brand Strategist's Guide to Desire shows brands how to win in the global marketplace by understanding what consumers really want. Drawing on case studies and CEO interviews, Anna Simpson illustrates how brands can gain the competitive advantage by creating a world where businesses and people can thrive.' -Alice Korngold, President, Korngold Consulting and author of A Better World, Inc. 'This impressive book provides a refreshing, modern and inspirational look at brands and brand strategy. The five desires approach is really relevant to our brands at People Against Dirty (Ecover & Method). ' -Philip Malmberg, CEO, Ecover 'There's a real buzz at the moment about the contribution that brands can make to a more sustainable world. Much of it is just febrile brand wash. Not so this Guide to Desire. Meticulously researched, with brilliant case studies, Anna Simpson digs deep to show how sustainability, purposeful marketing, and new ways of thinking about people's needs and aspirations, can be brought together as a real force for good in our troubled world.' -Jonathon Porritt, Founder-Director, Forum for the Future and author of The World We Made 'This stimulating book considers how brands can help people achieve what they really desire, in a way that is supportive and positive, rather than manipulative and damaging to themselves or society. The argument is supported - much more thoroughly than in other branding books - by a strong dose of social science and psychology, as well as by case studies from around the world. ' -Dorothy Mackenzie, Chairman, Dragon Rouge 'Finally - a book both brand marketers and sustainability advocates can understand! A simple well-made argument brought to life with real examples that stand up to scrutiny. ' -Carmel McQuaid, Head of Sustainable Business, Marks and Spencer "Anna Simpson challenges business leaders to think more boldly about their place in the lives of the consumer. By getting to the core of what makes a human being tick, she made me think of multiple ways we could move beyond satisfying our customers to making them feel we had improved their lives." -Ian Webster, Commercial Leader, Money Dashboard 'It's great to find a book that digs into the changing relationship between brands and people. Anna Simpson shows how brands need to get smart and connect with what drives us - or risk almost certain demise.' -Dax Lovegrove, Head of Business and Industry, WWF (UK)

Book Description

A framework for brand strategists to understand the foundations of consumer desire, and a guide to help them give consumers what they really want

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1 of 1 people found the following review helpful By Rose Windmill on 29 May 2014
Format: Hardcover
What are the values that drive a flourishing individual (or community), and how can these best be served? This radical book puts humane values firmly at the centre, offering its target audience incisive analysis of five aspects of desire; questions to structure fresh thinking; and an abundance of brilliant practitioner case-studies, embracing cultures from across the world. It will inspire university students of business and marketing, but is also a hope-filled, generous book for any reader who cares about the future of the planet and is curious to understand our contemporary world. Written in lucid, precise and jargon-free prose, rich in brief narrative illustration, it is a joy to read.
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1 of 1 people found the following review helpful By djhan on 6 April 2014
Format: Hardcover
A fantastic book and a must-read for any brand manager, planner or strategist.

I wish we were given texts like this when I was at Uni!! Its really well researched, maintains a concise style & features insights from a great variety of recent case studies from around the world. It has sharpened my focus on the many emotional drivers shaping today's consumer behaviours how they inform brand strategies, as well as challenge my current thinking and approaches to shaping brand's roles and propositions.

I am Head of Strategy & Planning at a London based communications agency.
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Format: Kindle Edition
I found this a fascinating, inspirational take on branding, exploring 'how to give consumers what they actually want' from a refreshing perspective of consumer altruism rather than personal gratification. The case studies cited go far beyond the usual big brand names to survey a realm of community-, environmental- and ecological-oriented initiatives such as the Grameen Bank, Fifteen, the Special Olympics, Ella's Kitchen... discussing concepts such as purpose, collaboration and co-creation. Consumer 'desire' here is positioned as a potentially positive push for good and this book presents an unusual view of brands as agents for change. The Brand Strategist's Guide to Desire is well-written, extremely interesting and thought-provoking. The idea of a new role for brands poses many important questions.
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Format: Kindle Edition
Firstly this book is written by my commissioning editor, so let me get that out of the way. Regardless, I think if you practice branding, marketing or product development you will find inspiration for reframing your products in a useful way. A challenging way. But those who succeed at it will be onto something that's very much for our times.

This book is more like the humanities applied to marketing than like many marketing books that resemble themselves and each other. I found that to be a good thing and useful for inspiring new ideas.
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Format: Hardcover Verified Purchase
Lucid jargon-free prose; succinct and persuasive; a thesis which gives due space to practitioner voices. Refreshing and stimulating. I would recommend this to family, friends and every business colleague.
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