Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for Their BrandsConventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, and there are many options. But a huge majority will choose the now iconic iPhone, even waiting long hours in lines to purchase the latest model. This is not simply about wanting. It’s about desire. The question for brand marketers is how to make that elusive magic happen. In Desire by Design, Jean-Pierre Lacroix unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioral psychology into practical worksheets that explain the how-to in creating desire for a brand. Using design philosophies he has developed through his thirty years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a “want” category to the much-coveted “desire” space in the marketplace. |
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Contents
WHAT FANS CULTS AND IMPULSIVITY CAN TEACH US ABOUT DESIRE | |
THE POWER OF IMPULSE | |
DECISIONS IN THE BLINK OF AN | |
THE KEY FACTORS DRIVING BRAND DESIRE | |
THE DESIRE OMNIEXPERIENCE MODEL | |
AESTHETICS AND DESIGN APPEAL | |
CREATING A BELONGING EXPERIENCE | |
RIGHT EXPERIENCES DRIVE DESIRE | |
OWNING A COHERENT DESIRABLE IMAGE 11 BUILDING ASTRUCTURED LADDER TOWARD DESIRE | |
Other editions - View all
Desire by Design: What Data-driven Marketers Should Know About Driving ... Jean-pierre Lacroix No preview available - 2018 |
Common terms and phrases
alignment allows Apple at-purchase behavior big data brand card brand coherence brand engagement brand essence brand experience brand loyalty brand personality brand position build challenges clearly client communication company’s competitive competitors consumer’s consumers create critical crowdsourced cult brands customer engagement customer’s customers Dairy Queen defined deliver differentiation digital signage driving desire effective elements emotional connection ensure environment explore Facebook factors goals Harley-Davidson identified impact important impulse initiatives insights internal JCPenney leveraged marketing marketplace multichannel marketing names needs neuroscience opportunity options organization organization’s packaging path-to-purchase phase platform potential project charter purchase decisions quantitative research respondents retail role self-image Shikatani Lacroix smartphones social media stage stakeholders step strategy strong structure SWOT analysis target group Tesco ThinkBlink transformation trust ladder understanding unique value proposition visual
Bibliographic information
| Title | Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for Their Brands |
| Author | Jean-Pierre Lacroix R.G.D. |
| Publisher | iUniverse, 2018 |
| ISBN | 1532045557, 9781532045554 |
| Length | 344 pages |
| Subjects | › Design / Book |
| Export Citation | BiBTeX EndNote RefMan |