This week on The Brainfluence Podcast, I welcome Anna Simpson to the show. Anna is the Curator of the Futures Centre and Editor of Green Futures, a publication of the Forum for the Future in Singapore. She is an accomplished journalist and speaker, specializing in the future of business and society. She most recently spoke at the Sustainability Communications Forum in London and the World Forum for a Responsible Economy in Lille. Anna is the author of the new book, The Brand Strategist’s Guide to Desire: How to Give Consumers What They Actually Want.
The Forum for the Future, was created to help all governments, organizations, and business to address sustainability issues such as population growth, climate change, and resource scarcity. Taking the stance that without collaboration, the world will never be able to begin to work towards a solution for mass sustainability and economic growth.
In Anna’s book, The Brand Strategist’s Guide to Desire, she analyzes how marketers create desire that tends to be about status and respect vs the desire to be a part of something bigger in the world. By asking these questions, she delves into why brands must give their customers what they really want instead of empty pseudo-satisfiers. Listen in to learn how to find your customers desires, fulfill them and create lifelong, loyal customers.
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On Today’s Episode We’ll Learn:
- How luxury and sustainability correlate.
- Why sustainability is important.
- Anna’s 5 aspects of desire.
- Why creating desire with your brand marketing should be avoided.
- How creativity can save your brand.
Anna on Twitter: @_AnnaSimpson
Email Anna: [email protected]
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Full Episode Transcript: