Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for Their Brands

Conventional 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 t...