Summary of Fascinate
Copyright 2010 by Sally Hogshead
Published by arrangement with HarperBusiness, an imprint of HarperCollins Publishers
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Becoming fascinating is the best way for your product to stand out from the crowd. You can create a brand identity so interesting and distinctive that consumers will be irresistibly attracted to it, as they are to Apple, Tiffany, Coca-Cola and Google. Brand consultant Sally Hogshead shines a marketing spotlight on the potential power of fascination, details its seven triggers and explains how to use them to increase your product’s attractiveness. A clear, strong writer, Hogshead provides a compelling report on how fascination shoots a desire like an arrow directly to the primitive limbic brain, bypassing rational processing and evaluating. getAbstract believes marketing professionals will learn a lot from Hogshead’s insightful report. Their challenge will be applying her branding magic to make their companies and products truly fascinating to consumers. Of course, Apple’s Steve Jobs and Amazon’s Jeff Bezos do it, but they are authentic marketing geniuses. Indeed, that is what makes them so fascinating.
In this summary, you will learn
- How to use seven triggers to make your product, your service or yourself fascinating to others;
- How the brain responds to these triggers;
- What fascination can accomplish commercially and
- Why and how it makes your brand and its message compelling.
About the Author
Sally Hogshead is a keynote speaker, brand expert and award-winning writer. After starting as an advertising writer, she’s now a brand consultant for world-class companies. She has been interviewed in various media such as The New York Times and the Today show.
Comment on this summary
7 years agoIn order to provide good service nowadays, you must provide the customer with an entirely new experience that engages them from the very beginning to the end. I think this is what she means by Lust?
7 years agoHi Laura, yes I believe so. Lust is that marketing trigger that gets customers to begin thinking about your product and then continue thinking about it until they just give in and buy it. It is a very powerful tool! Would all products benefit from this trigger or would other triggers presented in the summary be a better fit - depending on the product?
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