Fascinate

Fascinate How to make your brand impossible to resist

Sally Hogshead

Book - 2016

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? Marketer Sally Hogshead reveals the surprising answers. 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. Incorporating original case studies, she gives you the exact words you need to capture the attention of a distracted world. Dive into the science of fascination and learn how to increase... prices, build revenue, get better leads, and attract raving fans.

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Subjects
Marketing > Psychological aspects.
Advertising > Psychological aspects.
Published
New York, NY : Harper Business [2016]
Language
English
Main Author
Sally Hogshead (author)
Edition
Revised edition
Item Description
"Revised and updated."
"Originally published as Fascinate in a different form in 2010 by Harper Business, an imprint of HarperCollins Publishers" -- Title page verso.
Includes index.
Physical Description
xxi, 327 pages : illustrations ; 24 cm
ISBN
9780062206480
  • Start Here: Introducing the Revised and Updated Edition
  • The Origin of Fascination Witchcraft
  • Part I. Fascinate or Fail
  • The Science of Fascination: Step Inside the Laboratory
  • The Biology of Fascination: Why Your Brain Was Designed to be Fascinated
  • Fascinate the Goldfish: Why Your Old Tricks Won't Work in a World with a Nine-Second Attention Span
  • The Schoolmarm and the Sorcerer: Why Marketing is Losing its Powers of Persuasion
  • A Million Years of Personal Branding: How All Branding, Including Personal Branding, Dates Back to Our Hairier Ancestors
  • Your Brand's Advantage: How to Identify What Makes Your Brand Fascinating
  • Part II. The Seven Fascination Advantages How to Make Tour Brand impossible to Resist
  • The System behind the Spellbinding
  • Innovation: The Language of Creativity
  • Passion: The Language of Relationship
  • Power: The Language of Confidence
  • Prestige: The Language of Excellence
  • Trust: The Language of Stability
  • Mystique: The Language of Listening
  • Alert: The Language of Details
  • Part III. Tactics: A Practical System to Customize Your Message
  • TurboBranding with Tactics
  • Next Up: Tactics: How to Customize Your Message
  • Innovation Brands: How They Can Use Tactics
  • Passion Brands: How They Can Use Tactics
  • Power Brands: How They Can Use Tactics
  • Prestige Brands: How They Can Use Tactics
  • Trust Brands: How They Can Use Tactics
  • Mystique Brands: How They Can Use Tactics
  • Alert Brands: How They Can Use Tactics
  • Applying Multiple Tactics
  • Part IV. How to Get Started Today: Your 5-Step Action Plan
  • The Fascinate System for Brands
  • Author's Note
  • Appendix A. The Kelton Study of Fascination
  • Appendix B. Fast Facts about the Advantages
  • Appendix C. Adjectives
  • Appendix D. Nouns
  • Glossary
  • Acknowledgments
  • Notes
  • Index

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