Who should read *Fascinate, Revised and Updated*?

Marketers, entrepreneurs, and business leaders seeking to differentiate their brands will benefit most. It’s also valuable for consultants, coaches, and anyone aiming to amplify their personal or professional influence through science-backed persuasion strategies.

Is *Fascinate, Revised and Updated* worth reading?

Yes. The revised edition offers 60% new content, including practical frameworks like TurboBranding® and case studies from brands like Porsche and Twitter. Reviewers praise its actionable insights for turning brands into “irresistible” assets without large budgets.

How does *Fascinate* help increase brand prices?

By activating fascination triggers like Prestige or Mystique, brands can justify premium pricing. For example, Hogshead cites products that raised prices by 400% without changes by repositioning their messaging around core triggers.

What are the seven triggers of fascination in *Fascinate*?

The revised edition focuses on **Innovation** (newness), **Passion** (emotion), **Power** (control), **Prestige** (status), **Mystique** (curiosity), **Alert** (urgency), and **Trust** (reliability). These replace earlier triggers like Vice or Lust to align with modern branding needs.

What is the Brand Fascination Profile®?

This free assessment tool identifies a brand’s most persuasive advantage. By answering questions about your brand’s traits, it reveals which triggers (e.g., Innovation or Trust) will most effectively captivate your audience.

How does TurboBranding® work in *Fascinate*?

TurboBranding® is a 60-minute process to craft a brand message using Hogshead’s “message map.” It condenses traditional branding steps into a streamlined framework, making it ideal for startups or teams needing rapid positioning.

Can small businesses apply *Fascinate* strategies?

Absolutely. Hogshead emphasizes that fascination doesn’t require large budgets—only a commitment to lean into your brand’s inherent advantages. Examples include local businesses using Mystique via limited-edition releases or Trust via customer guarantees.

Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist Summary, PDF, EPUB, Audio

Q: What is *Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist* about?

*Fascinate, Revised and Updated* by Sally Hogshead explains how to captivate audiences using seven psychological triggers: Innovation, Passion, Power, Prestige, Mystique, Alert, and Trust. The book provides actionable tools like the Brand Fascination Profile® and TurboBranding® to craft compelling brand messages, helping businesses charge premium prices and stand out in crowded markets.

Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist

Sally Hogshead

3.89 (693 Reviews)

Business

Communication skill

Psychology

Overview

Key Takeaways

Author

FAQs

Discover why "different is better than better" in Sally Hogshead's game-changing marketing guide. With over 1 million Fascination Tests taken and adoption by IBM and Twitter, this book reveals the 7 psychological triggers that make any brand irresistible - a toolkit even award-winning copywriters can't resist.

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Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist isn't just a book — it's a masterclass in Business. To help you absorb its lessons in the way that works best for you, we offer five unique learning modes. Whether you're a deep thinker, a fast learner, or a story lover, there's a mode designed to fit your style.

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"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

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@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

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"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

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"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

From Columbia University alumni built in San Francisco

BeFreed Brings Together A Global Community Of 200,000+ Curious Minds

See more on how BeFreed is discussed across the web

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

1.5K Ratings4.7

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Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist

Sally Hogshead

3.89 (693 Reviews)

Business

Communication skill

Psychology

Overview

Key Takeaways

Author

FAQs

Explore Your Way of Learning

Quick Summary9min

Feel the book through the author's voice

Deep Dive42min

Turn knowledge into engaging, example-rich insights

Flash Card6 insights

Capture key ideas in a flash for fast learning

Fun18min

Enjoy the book in a fun and engaging way

More Like This

How the World Sees You

Sally Hogshead

6 sources

Become Fascinating: Science-Backed Conversation Secrets

23 sources

From Forgettable to Magnetic: Conversation Secrets

Persuasive Copywriting

Andy Maslen

Key Takeaways

The Fascination Factor: How to Make Your Brand Irresistible

00:00

In a world where the average attention span has shrunk to just nine seconds-the same as a goldfish-how do some brands manage to captivate us completely? Sally Hogshead's research with over 700,000 participants reveals that fascination isn't magic-it's a science anyone can apply. The word "fascinate" comes from Latin *fascinare*, meaning "to bewitch or hold captive." When we're fascinated, we don't act logically. We buy things we don't need, believe messages we don't agree with, and make decisions that defy rational explanation. Our brains are hardwired for fascination as a survival mechanism-the most fascinating option wins, while everything else goes extinct. Though we've evolved beyond our cave-dwelling days, these ancient instincts still drive our behavior. Consider how we're born to be fascinated by faces-even newborns focus twice as long on facial drawings than on other shapes. Our brains have a dedicated region specifically for recognizing faces, which remarkably activates when young men evaluate favorite car brands, showing how we personify products we love. With just seconds to communicate, convince and convert, brands must captivate immediately or watch customers "swim away." We've shifted from a world where information was scarce and attention plentiful to the opposite reality. Your influence no longer depends on how much information you provide, but on your ability to get people to take action in an overwhelmed marketplace.

The Seven Advantages: Your Brand's Secret Weapons

Innovation: Transforming the Ordinary into the Extraordinary

Passion: Creating Emotional Connections

Power and Prestige: Leading with Authority and Excellence

Trust, Mystique, and Alert: The Quiet Powers of Fascination

Vanilla or Pistachio: The Power of Difference

Explore Your Way of Learning

Quick Summary

Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist Summary in 9 Minutes

Break down key ideas from Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist into bite-sized takeaways to understand how innovative teams create, collaborate, and grow.

00:00

Flash Card

Top 6 Insights from Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist in a Nutshell

Distill Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist into rapid-fire memory cues that highlight key principles of candor, teamwork, and creative resilience.

Fun

Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist Lessons Told Through 18-Min Stories

Experience Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist through vivid storytelling that turns innovation lessons into moments you'll remember and apply.

00:00

Personalize

Experience Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist in your own way.

Ask anything, pick the voice, and co-create insights that truly resonate with you.

From Columbia University alumni built in San Francisco

BeFreed Brings Together A Global Community Of 200,000+ Curious Minds

See more on how BeFreed is discussed across the web

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

From Columbia University alumni built in San Francisco

BeFreed Brings Together A Global Community Of 200,000+ Curious Minds

See more on how BeFreed is discussed across the web

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

1.5K Ratings4.7

Start your learning journey, now

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Key Takeaways

The Fascination Factor: How to Make Your Brand Irresistible

The Seven Advantages: Your Brand's Secret Weapons

Innovation: Transforming the Ordinary into the Extraordinary

Passion: Creating Emotional Connections

Power and Prestige: Leading with Authority and Excellence

Trust, Mystique, and Alert: The Quiet Powers of Fascination

Vanilla or Pistachio: The Power of Difference

Quick Summary Mode - Read or listen to Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist Summary in 9 Minutes

Flash Card Mode - Top 6 Insights from Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist in a Nutshell

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More Like This

Key Takeaways

The Fascination Factor: How to Make Your Brand Irresistible

The Seven Advantages: Your Brand's Secret Weapons

Innovation: Transforming the Ordinary into the Extraordinary

Passion: Creating Emotional Connections

Power and Prestige: Leading with Authority and Excellence

Trust, Mystique, and Alert: The Quiet Powers of Fascination

Vanilla or Pistachio: The Power of Difference