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Jean-Pierre LaCroix

Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for Their Brands Paperback – April 17, 2018

by Jean-Pierre LaCroix (Author)

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Conventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, and there are many options. But a huge majority will choose the now iconic iPhone, even waiting long hours in lines to purchase the latest model. This is not simply about wanting. Its about desire. The question for brand marketers is how to make that elusive magic happen. In Desire by Design, Jean-Pierre Lacroix unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioral psychology into practical worksheets that explain the how-to in creating desire for a brand. Using design philosophies he has developed through his thirty years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a want category to the much-coveted desire space in the marketplace.

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About the Author

JEAN-PIERRE LACROIX is an accomplished author and public speaker, and has been a leading figure in the design and branding industry for the past 35 years. He is also president of Shikatani Lacroix, a global design consultancy that provides branding services for Fortune 500 organizations. His branding expertise covers consumer packaged goods, retail and service industries. Jean-Pierre has participated on many private boards, including the Packaging Association of Canada, Registered Graphic Designers of Ontario, Society of Environmental Design, Identity Conference, and Design Industry Advisory Committee. In addition, he is an accomplished public speaker, having presented at numerous conferences such as the Retail Federation, Global Shop, IDEX, Packaging That Sells, Super Returns, SEGD, and Retail Asia Conference. Jean-Pierres recent accomplishments include the release of his first co-authored book, The Business of Graphic Design, published by the Registered Graphic Designers of Ontario, which is in its third printing with more than 10,000 copies sold. His second book, The Belonging Experience: How Brands Connect with Consumers, was released in 2010 and leveraged the Blink Factor, a behavioral principle he identified in 1990 that represents how brands can win in the blink of an eye at the first moment of purchase. The host of a popular and well-attended series of video webinars with monthly video podcasts and white papers on leading branding and design subjects, he has also authored groundbreaking research such as Driving Brand Coherence (2013) and Re: Store: Who Is Winning the Emotional Share of Customers Heart (2012).

Product details

Publisher ‏ : ‎ iUniverse (April 17, 2018)
Language ‏ : ‎ English
Paperback ‏ : ‎ 344 pages
ISBN-10 ‏ : ‎ 1532045565
ISBN-13 ‏ : ‎ 978-1532045561
Item Weight ‏ : ‎ 2.36 pounds
Dimensions ‏ : ‎ 8.5 x 0.93 x 11 inches

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Jean-Pierre LaCroix

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Innovator, designer, strategist, futurist, transformer of brands for growth, Jean-Pierre Lacroix is President of Shikatani Lacroix Design (SLD). Jean-Pierre Lacroix is strongly committed to design innovation. JP as his clients call him was the first to coin the term Blink Factor more than thirty years ago about how brands needed to connect emotionally in the blink of an eye. He pioneered also the use of neuroscience and Virtual Reality to gain insights about branded invironments and was one of the first individuals to use in-store digital signing and gester motion UX to engage with consumers.

In addition to pioneering the successful firm, Jean-Pierre is also Past President of The Association of Registered Graphic Designers of Ontario, Past President of DIAC (Design Industry Advisory Committee), board member of SEGD (Society of Environmental Graphic Designers), as well as former Director of the Packaging Association of Canada.

An accomplished dynamic speaker, he has lectured at numerous conferences across Canada, the US, Asia and South America on the subjects of branding and design trends. His presentations have always received high appraisals for content, energy, and take-away actionable information. Mr. Lacroix also co-authored a best selling book, which was launched in January 2002, titled The Business of Graphic Design: A Professional’s Handbook. Most recently he has released his third book “Desire by Design” culminating more than 35 years of helping Fortune 500 brands remain relevant.

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Ian M

Shift your brand from being a want to being a desire.

Reviewed in the United States 🇺🇸 on August 21, 2018

Verified Purchase

This book is packed with wisdom and years of experience about how to effectively build a brand and connect with customers. The overriding concept is that emotions drive human purchase decisions and that by helping people satisfy their emotional needs one can shift their brand from being a want to being a desire.

The book is filled with example of brands and companies like Apple computer, Dairy Queen and Nike that have made an emotional connection with consumers and have become brands people desire.

The work sheets enable people to ask the right questions and take the right steps to create an effective brand strategy and execute on that strategy. And everything is based on the latest research on how people make purchase decisions.

Although there is a lot of talk about the value of big data in making smarter marketing decisions the book makes a strong case that human decision making is very linked to emotional needs like a need to belong or the fear of missing out.

The connection between designed experiences and emotion was clearly demonstrated in some innovative research the author conducted using virtual reality and neuroscience to demonstrate that VR experiences trigger the same parts of the brain - emotional triggers as actual experiences.

This book will be of value to people with little background in marketing to people whose entire career has been dedicated to branding and marketing.

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Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for Their Brands Paperback – April 17, 2018

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