Brand Desire How to Create Consumer Involvement and Inspiration

Desire is big business. If companies can create true desirability for their brand, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.

However, desire doesn't just happen. Brands need to nurture it by offering security and surprise. Consumers should feel secure when they buy and use a brand; they should be able to trust what a brand says about itself. Alongside this, brands also need to provide novelty, risk, adventure and the unexpected. This isn't just about marketing; this needs to be an organization-wide culture and perspective.

Using international case studies from brands including BMW and Burberry, this book explains how companies can build and maintain brand desire through specific strategies and tools, such as:
- creating a supportive culture that encourages the active participation of people in brand development;
- providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and
- being consistent in delivery, from first communications through to after-sales service and support; desirable brands are about desirable experiences.

Nicholas Ind is an Associate Professor at Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a Director of a design group and was an Account Director in an advertising agency. Nicholas is the author of 11 books.

Oriol Iglesias is Associate Professor and the Director at the Department of Marketing Management at ESADE Business School, and also the Director of the ESADE Brand Institute. He is a member of the Executive Committee of the European Academy of Marketing (EMAC), and member of the Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation of the Academy of Marketing (AM). He is also a member of the Editorial Board of the Journal of Brand Management and the Editorial Review Board of the Journal of Product and Brand Management.

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