60-SECOND BOOK BRIEFS

FASCINATEBY SALLY HOGSHEAD

it’s no longer good enough to create a great product or service, you need to fascinate people beyond the realm of rationality.

7 triggers of fascination

HOW? With the

Trigger lust by injecting some feeling into your brand and by using as many senses as you can.

Trigger mystique by withholding information, building mythology and limiting access to your brand.

Trigger alarm by defining the consequences of not taking action (the more serious the better) and creating a deadline for action.

Trigger prestige developing emblems that display a degree of unattainability, set a new standard, and limit availability.

Trigger power by getting people to give up control of basic elements of a situation, so that they are much more likely to

submit to significant change.

Trigger vice by convincing people to do things they know they shouldn’t, but still just might do.

Trigger trust through familiarity, either through branding or associated yourself with another brand or experience.

workingIS IT

Fascinating messages provoke strong and immediate emotional reactions, create advocates, incite conversation, and force competitors to align around it.

congratulationsIf you have those things…

you have created a fascinating brand!

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