The Brand Strategist’s Guide to Desire

How to give consumers what they actually want

  • Authors
  • Anna Simpson

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Anna Simpson
    Pages 1-17
  3. Anna Simpson
    Pages 19-49
  4. Anna Simpson
    Pages 50-77
  5. Anna Simpson
    Pages 78-107
  6. Anna Simpson
    Pages 108-135
  7. Anna Simpson
    Pages 136-168
  8. Anna Simpson
    Pages 169-171
  9. Back Matter
    Pages 172-190

About this book


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.


branding customer loyalty desire marketing emotional branding sustainable business brand consumer foundation health

Bibliographic information