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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 the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioral psychology into practical worksheets that explain the how-to in creating desire for a brand. Using design philosophies he has developed through his thirty years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a “want” category to the much-coveted “desire” space in the marketplace.
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About the Author
JEAN-PIERRE LACROIX is an accomplished author and public speaker, and has been a leading figure in the design and branding industry for the past 35 years. He is also president of Shikatani Lacroix, a global design consultancy that provides branding services for Fortune 500 organizations. His branding expertise covers consumer packaged goods, retail and service industries. Jean-Pierre has participated on many private boards, including the Packaging Association of Canada, Registered Graphic Designers of Ontario, Society of Environmental Design, Identity Conference, and Design Industry Advisory Committee. In addition, he is an accomplished public speaker, having presented at numerous conferences such as the Retail Federation, Global Shop, IDEX, Packaging That Sells, Super Returns, SEGD, and Retail Asia Conference. Jean-Pierre’s recent accomplishments include the release of his first co-authored book, The Business of Graphic Design, published by the Registered Graphic Designers of Ontario, which is in its third printing with more than 10,000 copies sold. His second book, The Belonging Experience: How Brands Connect with Consumers, was released in 2010 and leveraged the Blink Factor, a behavioral principle he identified in 1990 that represents how brands can win in the blink of an eye at the first moment of purchase. The host of a popular and well-attended series of video webinars with monthly video podcasts and white papers on leading branding and design subjects, he has also authored groundbreaking research such as “Driving Brand Coherence” (2013) and “Re:Store: Who Is Winning the Emotional Share of Customers Heart” (2012).