Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist


Product Information

Feature

HARPER COLLINS PUBLISHERS

Product Description

Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?

And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.

The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.

This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.

This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.

Dive into the science of fascination and learn how to:

  • Increase prices with ideas from poker to Play-Doh
  • Build revenue by learning about the $14 million license plate
  • Get better leads through hypnosis by Sigmund Freud and Steve Jobs
  • Attract raving fans by following the cult of pistachio ice cream

Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here:  Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities—including Twitter, IBM, Porsche, and New York University—use the Fascinate system to captivate their customers. Why? The answers are in this book.

Technical Details
Binding
Hardcover
Number of Pages
352
Product group
Book
Brand
imusti
Label
HarperBusiness
Edition
Revised, Updated ed.
Publisher
HarperBusiness
Publication date
April 26, 2016
Release date
April 26, 2016
Author
Sally Hogshead
Language
English (Published), English (Original Language)
EAN
9780062206480
ISBN-10
0062206486
Item Dimensions L x W x H
6 x 1.13 x 9 inches
Item Weight
0.9 pounds
Manufacturer
HarperBusiness
Studio
HarperBusiness



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