Brand Desire: How To Create Consumer Involvement And Inspiration

Product Description

Desire is big business If companies can create true desirability for their brands customers will not only express preference & loyalty they also show a willingness to act as brand champions participate in online communities co-create innovative ideas & show the sort of commitment that is normally associated with fervent employees However desire doesn't just happen Brands need to nurture it by offering both security & surprise This isn't just about marketing but rather a reflection of an organization-wide culture & perspective Using international case studies Brand Desire explains how companies can engage customers emotionally & create value for them Managers can successfully build & maintain brand desire through specific strategies & tools such as promoting a principles-driven organization that is grounded in its heritage & distinctive competences; creating a supportive culture that encourages the active participation of people in brand development; providing an opportunity for people to communicate more with each other & to encourage socialization through communities & events; & offering outstanding experiences being consistent in delivery from first communications through to after-sales service & support In a crowded sales environment brand desire can elevate any product or service so that it stands out from the crowd
- & stays there Brand Desire demonstrates how desirable brands are about desirable experiences & shows what companies can do to maximize those experiences for their customers