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.
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Notes
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© 2014 Anna Simpson
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Simpson, A. (2014). Introduction: A guide to desire. In: The Brand Strategist’s Guide to Desire. Palgrave Macmillan, London. https://doi.org/10.1057/9781137351821_1
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DOI: https://doi.org/10.1057/9781137351821_1
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