With the launch of her book, The Brand Strategist's Guide to Desire, Anna Simpson proposes a new role for brands: not manufacturing desire through clever campaigns, but responding to it with integrity.
This book 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, 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.