Ignore The Soundtrack, Hear The Speaker

Friend of AdPulp, Sally Hogshead, was in Toronto last week as part of The Art of Marketing conference. Here she is responding to some of the conference participants’ questions about her new book, Fascinate: Your 7 Triggers to Persuasion and Captivation.

I like how midway through the video, Hogshead says, “What branding is about is taking something that is not innately fascinating and making it fascinating by giving it meaning.”
In the ideal world, all products and services would be fascinating and there would no longer be a need to make them so, but until we reach that future state of enlightenment and balance, companies with commodity goods and companies facing intense competition will continue to need our help.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.