Creating Desire – Helping the Buyer to Buy
Using a different kind of cconsumer intelligence to inform future brand planning and the creative and commercial output that ensues as a result
Mark RodgersPearlfisher, United Kingdom.
Mattias OstlundVin & Sprit ABSOLUT Spirits, United Kingdom.
INTRODUCTION
This paper grows from a frustration that is shared by many of our colleagues across the creative spectrum in design, advertising, PR and many of the communication industries that have emerged from the era of new media – from internet to buzz and guerrilla marketing.
This frustration can be attributed to one simple principal:...