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

Blending emotional branding and sustainable thinking, this book will help brands understand the foundations of desire to create sustainable brand loyalty, healthier societies, and more fulfilled customers. Supported by interviews and case studies, Simpson explores five primary desires: self-worth, social life, culture, comfort, and exploration. 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. #BrandGuide2Desire '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) #BrandGuide2Desire 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. Cover 1 Contents 8 Foreword 10 Preface 12 Acknowledgements 14 Introduction: A guide to desire 15 1 Community 32 Case studies 48 1 Ansaar Management Company 48 2 Made in the Lower East Side 57 3 Heineken UK 59 2 Adventure 63 Case studies 82 1 Nike+ 82 2 ASMALLWORLD 84 3 Mulebar 88 3 Aesthetics 91 Case studies 108 1 Wrap Art & Design 108 2 Quantum Designs 113 3 Ella's Kitchen 118 4 Vitality 121 Case studies 140 1 Zumba Fitness 140 2 Special Olympics 142 3 Oprah 145 5 Purpose 149 Case studies 173 1 Grameen Bank 173 2 Fifteen 175 3 Nobel Prize 178 Afterword: Desiring change 182 Notes to the text 185 Further Reading 197 Index 199 Front Matter....Pages i-xiii Introduction: A guide to desire....Pages 1-17 Community....Pages 19-49 Adventure....Pages 50-77 Aesthetics....Pages 78-107 Vitality....Pages 108-135 Purpose....Pages 136-168 Afterword: Desiring change....Pages 169-171 Back Matter....Pages 172-190