Brand Autopsy: FASCINATE | in less than 300 words

We continue with another business book summary in under 300 words by summing up FASCINATE: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead.

Sally injects lots of personality in her writing, which makes FASCINATE a fun read. She also injects lot of smart thinking about attributes brands must have to make emotional connections with customers.

For this short summary, we're going with just the facts. Enjoy.

FASCINATE | summarized in less than 300 words

WHAT
The challenge for brands is to fascinate (or fail).

SO WHAT
According to a study from Kelton Research, “... people want to be fascinated, and they want to be fascinating.” For marketers this means brands have the opportunity to “help consumers feel more fascinating in their own lives” and to create products/services that fascinate people.

NOW WHAT
The strongest brands ignite fascination for customers and from customers by triggering some or all of these seven powerful triggers: LUST ... MYSTIQUE ... ALARM ... PRESTIGE ... POWER ... VICE ... and, TRUST.

1 | LUST: a craving for pleasure.
>> Think being the first in your social circles to own an iPad.

2 | MYSTIQUE: a sparking of curiosity.
>> Think of the storied myth that Red Bull energy drink is made with secretions from a bull’s testicles.

3 | ALARM: an act of impulse no matter the consequences.
>> Think succumbing to the irresistible infomercial offer that is too good to be true... 6 Second Abs perhaps.

4 | PRESTIGE: an achievement earning high-status and respect.
>> Think becoming mayor of the hippest coffee joint in town on foursquare.

5 | POWER: an ability to gain domination and control.
>> Think using Proactiv to dominate and control acne issues.

6 | VICE: a tempting of guilty and sometimes sultry pleasures.
>> Think living an aspirational life by reading exploits of celebrities in US Weekly.

7 | TRUST: a comforting feeling of authenticity and reliability for the greater good.
>> Think TOMS shoes “one for one” core purpose.

WORD COUNT: 251

[NOTE: I often receive free copies of biz books from publishers and publicists. I received a free copy of FASCINATE from a book publicist.]