Steve Cunningham offers an interesting article about Sally Hogshead new book, Fascinate, published by Harper Business. Fundamentally the concept of “Fascinating” consumers with a brand is ideal because fascination like curiosity engages consumers to learn or explore more about a brand. The ideas put forth by Sally to stimulate “Fascination” are mixed and interesting, however I’m left wondering how-long term brand loyalty is created through fascination. One may see a blip of attention through the majority of the ideas mentioned but the real work comes in building brand loyalty and trust over time with consumers.
I’d love to know other peoples thoughts on this topic.