English
Desire is big business. If companies can make their brands truly desirable, customers will not only express preference and loyalty, they will also be willing to be brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.
But desire doesn't just happen. Creating desire isn’t just about marketing: it’s a reflection of an organization-wide culture and perspective.
Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Ind and Iglesias present a comprehensive model based on academic research and in-depth interviews with top managers from leading global brands, showing the six drivers of brand desire that managers should activate:
• Promote a principles-driven organization that is grounded in its heritage and distinctive competences;
• Encourage participation so that consumers can also contribute to brand development;
• Create a supportive culture and engage brand employees;
• Craft compelling, authentic narratives;
• Offer outstanding experiences: be consistent about delivery, but provide surprises too;
• Foster innovation with particular focus on creating new categories.
In a crowded sales environment, brand desire can make any product or service stand out from the crowd – and stay there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.
Last year’s II International ESADE Alumni Meeting in London was a smashing success and we’re now gearing up for the one in 2016.
The ESADE Alumni UK Chapter invites you to the first ESADE Alumni UK Meeting. An event where we hope to bring together all the alumni living in UK. Don’t miss it!
The speakers will be Professor Oriol Iglesias, Associate Professor in ESADE’s Department of Marketing, Director of the ESADE Brand Institute and Coordinator of GRECOMAR, the ESADE – URL brand and consumer research group, and Nicholas Ind, writer and partner at Equilibrium Consulting.
Oriol Iglesias (Lic&MBA 98 / PhD 06) and Nicholas Ind have been writing their book ''Brand desire: How to create consumer involvement and inspiration'' and will be officially presenting it at the I UK ESADE Alumni Meeting.
Don’t miss this event followed by a networking cocktail!
See you there!
For further information:
chapteruk@alumni.esade.edu
