Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist by Sally Hogshead Summary

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.

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.

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.

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.

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.

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.

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.

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.

• “You can’t stand out if you’re trying to blend in.”
• “Fascination is the most powerful force of attraction.”

These highlight the book’s core premise: Captivating brands prioritize differentiation over conformity.

The 2016 update adds the Brand Fascination Profile®, TurboBranding®, and modern case studies. It shifts from explaining why fascination matters to how to implement it, with 60% new content.

Some argue the triggers could manipulate consumer behavior, but Hogshead counters that ethical use focuses on highlighting authentic advantages. Others note the system isn’t a full substitute for comprehensive branding campaigns.

Unlike theoretical guides, Fascinate offers diagnostic tools (e.g., the Profile) and step-by-step processes. It’s ideal for readers seeking actionable tactics over abstract concepts, complementing titles like Building a StoryBrand.

Yes. The principles apply to individuals, helping professionals position themselves as thought leaders. For example, leveraging Prestige through awards or Mystique via exclusive content.