Fascinate, Revised And Updated: How to Make Your Brand Impossible to Resist

Fascinate, Revised And Updated: How to Make Your Brand Impossible to Resist

Hardcover | April 26, 2016

bySally Hogshead

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Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?

And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.

The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.

This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.

This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.

Dive into the science of fascination and learn how to:

  • Increase prices with ideas from poker to Play-Doh
  • Build revenue by learning about the $14 million license plate
  • Get better leads through hypnosis by Sigmund Freud and Steve Jobs
  • Attract raving fans by following the cult of pistachio ice cream

Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here:  Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities—including Twitter, IBM, Porsche, and New York University—use the Fascinate system to captivate their customers. Why? The answers are in this book.

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Fascinate, Revised And Updated: How to Make Your Brand Impossible to Resist

Hardcover | April 26, 2016
In stock online Available in stores
$26.50 online $35.99 (save 26%)

From the Publisher

Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising an...

From the Jacket

why is Jägermeister the most popular brand that nobody likes? Why do women spend more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1,000%?And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surpr...

Sally Hogshead was educated at Duke University. After graduation, she began a career in advertising. At the age of 27, she founded her first ad agency, and next, was Creative Director/Managing Director of CP+B. In 2006, she began her research on fascination and is the creator of The Fascination Advantage¿: the world's first personality...

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Fascinate, Revised And Updated: How To Make Your Brand Impossible To Resist
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Audio Book (CD)|Apr 5 2016

$31.69 online$38.95list price(save 18%)
Format:HardcoverDimensions:352 pages, 9 × 6 × 1.13 inPublished:April 26, 2016Publisher:HarperCollinsLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0062206486

ISBN - 13:9780062206480

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“As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...”