Desire by Design - Lacroix, Jean-Pierre

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Résumé :
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.

Biographie:
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).

Sommaire:
Jean-Pierre Lacroix is President of Shikatani Lacroix Design (SLD.com), a global branding firm specializing in transforming customer experiences for financial institutions, retailers and consumer package goods marketers. With a thorough background in graphic design and strategic foresight, Lacroix is a future-focused innovator who has been instrumental in assisting brands of all kinds to remain relevant. He is part of the Registered Graphic Designers of Ontario and has served as vice-president of the Society of Environmental Graphic Designers and sat on the boards of both the Packaging Association of Canada and a member of the Association of Professional Futurists. Coauthor of the best-selling book The Business of Graphic Design and author of The Belonging Experience and Desire by Design, Lacroix has been running design firms for the past forty-five years, the last thirty-five of them at his firm, SLD, helping manage the transformation of major organizations around the world. Outside of his writing and work, Lacroix enjoys painting and jogging. When he isn't spending time at his offices in Toronto and Shanghai, he lives in Toronto with his wife, Jo-Ann, with whom he shares a daughter, Anne-Marie, grandson, Marcus-Nathan, and son-in-law, Nick. Interested in getting in touch? Check out www.sld.com, visit Jean-Pierre's LinkedIn page at www.linkedin.com/in/jeanpierrelacroix/, or follow him @JopJeap on X....