Brand executive Hogshead (Radical Careering) argues that exploiting certain "triggers" can boost relationships with customers, employees, and friends. Fascination is ultimately an instinctive drive that catalyzes countless behaviors, including purchasing decisions. Outlining seven triggers which "bring meaning to all types of otherwise meaningless scenarios," the author reveals how powerful brands like FedEx, Walt Disney World Theme Park and W Hotels combine such triggers as lust, power, mystique, and trust in different proportions to reel in consumers or reinforce messaging. Despite an uneven start, this slight but practical work packs a big punch.
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“This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” (Seth Godin, author of Linchpin)
“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachmentsand this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner.” (Tom Peters, author of In Search of Excellence)
“Fascinate is a riveting journey through the forces of fascinationhow it irresistibly shapes our ideas, opinions, and relationshipsand how to wield it to your advantage.” (Alan Webber, author of Rules of Thumb)
“Whenever your message hasn’t reached a customer, peer over at Sally Hogshead’s collection of stories and directives, replete with more illuminating, original, and doable ideas than you can handle in a lifetime. Okay, two lifetimes.” (Richard Laermer, author of Forecast 2011 and Full Frontal PR)
“This slight but practical work packs a big punch.” (Publishers Weekly)
“As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...” (Richard Pachter, Miami Herald)
Great book. Helped me view my brand in a whole new way. Also, had me reconsider how I want others to view my brand.Published 13 days ago by Ananya Vahal
Excellent read for anyone coaching a business, starting a business or wanting to add new life to their business.Published 27 days ago by Lindy Williamson
Each of us is fascinated by some one, some thing, or some place. We know this. But - why? What does this person/thing/place do to tap into our psyche? Read morePublished 1 month ago by Susan
What a brilliant question. These days boring same old same old just doesn't cut it. If you are looking for a way to engineer or design your brand around customers desires than this... Read morePublished 2 months ago by Gary Bernier
I have recently gone back to review Fascinate and it is still as relevant today as when it was published 5 years ago. Read morePublished 2 months ago by Robyn Sayles
Sally Hogshead is an unparalleled storyteller. This book is a great read for anyone interested in advertising, marketing and branding.Published 2 months ago by Shelby
Fascinate is one of my favorite books as a marketing professional! Hogshead really got down to the seven triggers that can boost relationships with customers, employees, and... Read morePublished 2 months ago by Mark Velasquez
Some interesting, fun ideas, but this book should've been more fascinating.Published 2 months ago by MLeland