Why is Jagermeister the most popular brand that nobody likes? Why do women pay more to be charming than they spend on food and clothes? What increases the price of gummy worms by 1000%? And the most important question of all: How can your brand become irresistible?

Top marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinate anyone. The word "fascinate" comes from the Latin word fascinare, meaning "to bewitch or hold captive so others cannot resist." Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.

This extensively revised and updated edition includes Hogshead's latest research on the science of fascination. Combining original case studies with award-winning writing experience, it gives you the precise words you need to capture the attention of a distracted world.

The new edition includes a free assessment tool, the Brand Fascination Profile, to help you gain attention in any environment.

Discover the science of fascination and learn how to:

• Raise prices with ideas from poker to Play-Doh
• Generate revenue by learning about the $14 million license plate
• Grow better customers through hypnosis from Sigmund Freud and Steve Jobs
• Attract fanatic followers by embracing the culture of pistachio ice cream

Whether you realize it or not, your brand is already applying one of the seven Advantages that Hogshead describes: Innovation, Passion, Power, Prestige, Mystique, Alertness, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world?

Hundreds of large companies, small businesses, and universities - including Twitter, IBM, Porsche, and New York University - use the Fascinate system to captivate their customers. Why? The answers are in this book.

Pages: 352, Dimensions: 15.2x15.2cm