Desire by Design - Lacroix, Jean-Pierre
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Conventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, and there are many options. But a huge majority will choose the now iconic iPhone, even waiting long hours in lines to purchase the latest model. This is not simply about wanting. Its about desire. The question for brand marketers is how to make that elusive magic happen. In Desire by Design, Jean-Pierre Lacroix unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the…mehr

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Produktbeschreibung
Conventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, and there are many options. But a huge majority will choose the now iconic iPhone, even waiting long hours in lines to purchase the latest model. This is not simply about wanting. Its about desire. The question for brand marketers is how to make that elusive magic happen. In Desire by Design, Jean-Pierre Lacroix unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioral psychology into practical worksheets that explain the how-to in creating desire for a brand. Using design philosophies he has developed through his thirty years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a want category to the much-coveted desire space in the marketplace.
Autorenporträt
Jean-Pierre Lacroix is President of Shikatani Lacroix Design (SLD.com), a global branding firm specializing in transforming customer experiences for financial institutions, retailers and consumer package goods marketers. With a thorough background in graphic design and strategic foresight, Lacroix is a future-focused innovator who has been instrumental in assisting brands of all kinds to remain relevant. He is part of the Registered Graphic Designers of Ontario and has served as vice-president of the Society of Environmental Graphic Designers and sat on the boards of both the Packaging Association of Canada and a member of the Association of Professional Futurists. Coauthor of the best-selling book The Business of Graphic Design and author of The Belonging Experience and Desire by Design, Lacroix has been running design firms for the past forty-five years, the last thirty-five of them at his firm, SLD, helping manage the transformation of major organizations around the world. Outside of his writing and work, Lacroix enjoys painting and jogging. When he isn't spending time at his offices in Toronto and Shanghai, he lives in Toronto with his wife, Jo-Ann, with whom he shares a daughter, Anne-Marie, grandson, Marcus-Nathan, and son-in-law, Nick. Interested in getting in touch? Check out www.sld.com, visit Jean-Pierre's LinkedIn page at www.linkedin.com/in/jeanpierrelacroix/, or follow him @JopJeap on X.