Is your brand 'fascinating' enough to survive today's cluttered media landscape?
Sally Hogshead answers this question in her new book by arguing that marketers need to do more than just impress customers, they need to fascinate people 'beyond the bounds of rationality'.
Fascinate: Your 7 Triggers to Persuasion and Captivation describes a number of cues - including mystique, power and trust - which can help marketers develop profound consumer relationships.
According to Inc.com, Fascinate describes seven triggers using an impressive amount of quantitative research, cool graphics and lively case studies.
For example, the case study for 'mystique' chapter describes the success of an LA restaurant that intrigues customers with a garlic crab dish that's made using a secret recipe in an off-limits kitchen.
Sally Hogshead answers this question in her new book by arguing that marketers need to do more than just impress customers, they need to fascinate people 'beyond the bounds of rationality'.
Fascinate: Your 7 Triggers to Persuasion and Captivation describes a number of cues - including mystique, power and trust - which can help marketers develop profound consumer relationships.
According to Inc.com, Fascinate describes seven triggers using an impressive amount of quantitative research, cool graphics and lively case studies.
For example, the case study for 'mystique' chapter describes the success of an LA restaurant that intrigues customers with a garlic crab dish that's made using a secret recipe in an off-limits kitchen.
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