Introduction: A guide to desire

Anna Simpson

A chapter in The Brand Strategist’s Guide to Desire, 2014, pp 1-17 from Palgrave Macmillan

Abstract: Abstract This is a guide to help brand strategists consider what people really want in order to enhance their lives, and to 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.

Keywords: Chinese Citizen; Sensory Pleasure; Luxury Brand; Brand Strategy; Meaningful Conversation (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35182-1_1

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DOI: 10.1057/9781137351821_1

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