branding

greed is good

“[Brand desire]…is the passionate feeling for acquisition and experience of a product or service which is driven by a set of connected factors that are intrinsic and also extrinsic.” Nicholas Ind, co-author of Brand Desire: How to Create Consumer Involvement and Inspiration, discusses how more than ‘want’ or ‘need’, ‘desire’ entices consumers to brands. And how brands should cultivate desire to build a stronger connect and engagement.

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