Speed Read – The Brand Strategist's Guide to Desire
Robert HollandsAnthem
This Speed Read was originally published in Admap January 2015 issue.
The book is an exploration of how global brands can tap into consumer drives, gain relevance, meaning and closer brand ties by understanding the factors driving their customers
The Brand Strategist's Guide to Desire: How To Give Consumers What They Really Want, by Anna Simpson, presents techniques and tactics for developing desire-based strategies, arguing that a desire truly fulfilled is more likely to be felt again.
Central ideas and arguments
Simpson uses...