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.

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.

Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Como Tornar Sua Marca Impossível de Resistir

Sally Hogshead

3.89(693 Reviews)

Visão geral do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Descubra por que "ser diferente é melhor do que ser melhor" no guia de marketing transformador de Sally Hogshead. Com mais de 1 milhão de Testes de Fascinação realizados e adotado pela IBM e pelo Twitter, este livro revela os 7 gatilhos psicológicos que tornam qualquer marca irresistível - um conjunto de ferramentas que até mesmo redatores premiados não conseguem resistir.

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Capítulo 1

Prestige: The Language of Excellence

Prestige is the mark of excellence in every form. Beyond fancy logos and designer brands, it appears when a local hero signs autographs, when Sephora gives exclusive early access to top customers, or when collectors display signed memorabilia. High Point University transformed from an unremarkable college into a boutique institution by applying Prestige to fascinate applicants, parents, teachers, and donors. With enrollment jumping 197%, faculty increasing by 152%, and 82 new buildings constructed, the campus creates an extraordinary experience at every touchpoint. To effectively use Prestige, brands must apply at least three of its four pillars in every communication: increase perceived value, set a new standard, develop emblems, and limit availability. Grey Goose vodka exemplifies this by establishing its ultrapremium price before even designing the bottle or creating the recipe. Rather than competing with existing vodkas, it forced the entire category to realign, eventually selling to Bacardi for $2 billion after just eight years.

Capítulo 2

Trust: The Language of Stability

While Innovation changes the game with creativity, Passion creates immediate emotional connections, and Power leads with authority, Trust builds stable, meaningful relationships over time. Unlike heart-thumping excitement or head-snapping attraction, Trust gradually establishes enduring connections. The holiday classic "It's a Wonderful Life" flopped upon its 1946 release, failing to recoup production costs. But when its copyright expired in 1974, television stations began airing it for free during Christmas. Through annual repetition, the film became ingrained in American holiday tradition. The film's success came not from initial quality but from familiarity and tradition-demonstrating how Trust, through consistency and repetition, can create lasting connections. Trust brands should consistently employ four pillars in their communications: repeat and retell, be authentic, accelerate trust, and use familiar cues. The more a message is repeated, the more familiar it becomes to customers, making them more likely to believe and rely on it. This "exposure effect," identified by psychologist Gustav Fechner in 1876, explains why we respond more strongly to familiar cues.

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Capítulo 3

Mystique: The Language of Listening

Unlike Trust's stability or Passion's charisma, Mystique fascinates through intellectual curiosity and selective communication. As the rarest of the seven Advantages, Mystique brands reveal information bit by bit, listening first and speaking when ready. They maintain control by carefully managing what the public knows and doesn't know, making people curious to learn more. The 19 Crimes wine brand brilliantly employs Mystique through its compelling historical narrative. Each cork reveals one of nineteen crimes that could have sent you to an Australian penal colony in 18th-century England-from stealing more than one shilling to impersonating an Egyptian. The brand transforms wine drinking into an immersive experience where opening each bottle reveals which crime you've "committed." Instead of loudly demanding attention, Mystique brands follow four key principles: protecting information, sparking curiosity, asking questions before giving answers, and building mythology. Neuroscience reveals that anticipation is more powerful than fulfillment. In an experiment with monkeys eyeing grapes, brain scans showed maximum stimulation occurred not when eating the grape but when anticipating it. This explains why suspense, mysteries and cliff-hangers captivate us-the chase truly is more exciting than the catch.

Capítulo 4

Alert: The Language of Details

Alert is clean and well-lit rather than warm and fuzzy. It's a surgeon's checklist rather than a child's doodle. It organizes, categorizes and implements with no room for maybes or gray areas. Alert excels at managing communication in rigorously structured ways, dotting every i and crossing every t with meticulous precision. Peter Drucker's famous quote "What gets measured gets managed" perfectly captures how Alert transforms behavior through data tracking. The Fitbit illustrates this principle-by measuring daily steps, heart rate and sleep cycles, it turns mundane health data into an addictive scoreboard that motivates action. Alert fascinates through a simple formula: limited quantity (scarcity) + need to act now (urgency) = fear of lost opportunity (consequence). This explains why tax forms become riveting on April 14th or why fire drills seem boring until someone shouts "Fire!" in a crowded theater. The more clearly a message explains consequences and provides evidence, the more urgently people focus and take action. After exploring the seven Advantages, it's time to implement a practical system for making your brand impossible to resist. The Fascinate System offers a five-step process: 1. Assemble your Fascinate Team: Select representatives from different departments who are positive agents of change within your organization. 2. Identify your brand's Fascination Advantage: Take the Brand Fascination Profile assessment to discover your brand's primary mode of communication. 3. Build your brand Anthem: Create a two-word statement combining an adjective (how you're different) and a noun (what you do best). This serves as your brand's purpose and rallying cry. 4. Apply tactics to strengthen your Advantage: Customize your marketing messages for specific opportunities or challenges while maintaining your core Advantage. 5. Create a culture of fascination: Integrate your fascination language into everyday business operations. This system provides a streamlined alternative to traditional agency processes, delivering good value without requiring extensive time, budget, or elaborate processes-essentially a "brand hack" that works for businesses of all sizes. Vanilla ice cream pleases crowds-most people like it, and almost everyone will eat it. It's safe and comfortable, but has a competitive disadvantage: it's obvious and less fascinating. Pistachio, however, is distinct and polarizing. Fewer people like it, but those who do usually love it intensely. Pistachio has a competitive advantage by focusing on serving a defined core with a distinct difference. If you have the biggest marketing budget in your category, vanilla is smart-aim for the lowest common denominator and avoid polarizing the market. Vanilla brands like Walmart and Kellogg fascinate through Trust Advantage's repetition and familiarity. But if you don't have vast resources or established presence, pistachio becomes your strategy. The smaller base of pistachio-loving customers can become intensely dedicated, even fanatical. Instead of trying to outdo competition, focus on what makes you different. Most brands cluster in the comfortable middle of the bell curve with vanilla, chocolate and strawberry. But creating fascinating experiences that elicit strong, immediate responses pushes you to the fringe-where the most devoted customers live. The Kelton Study of Fascination, a national survey of 1,059 Americans, reveals surprising insights about what captivates us. Women spend more on being fascinating than on food and clothes combined-about $338 monthly or 15% of their income. People will pay up to 400% more for fascinating products and experiences. When fascinated by a product, 80% exhibit measurable behaviors like research, discussion, or physical responses. In today's attention economy, fascination isn't just nice to have-it's essential for survival. The study reveals widespread boredom despite message overload-only 40% found their lives fascinating in the past year. Most people don't feel fascinating themselves but deeply desire to be so, investing significantly in products that might help them captivate others. To become more fascinating, you don't need to change who you are-you need to become more of who you are. Whether you're a CEO earning respect from your board or a Little League coach teaching six-year-olds, fascination helps you earn the currency of attention. Your most fascinating traits help you meaningfully connect with people who matter most, closing deals and accomplishing any endeavor that demands connection. The world isn't changed by people or brands that "sort of" care. Your brand doesn't live inside an agency, products, services, or offices-it lives inside you, your customers, and your employees. Nobody can embody it like you can. With the science of fascination at your disposal, you have the opportunity to say something that matters, because the world is changed by companies and people with the courage to deliver meaningful messages.

★★★★★

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“Já se passaram 23 dias e usei o app todos os dias. Ele agora faz parte da minha rotina.”

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Temas principais do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

attention economy
brand differentiation
neuroscience of persuasion
evolutionary marketing
consumer fascination

Melhores citações do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Fascination is a state of intense focus.
We're born to be fascinated by faces.
Being 'better' is fragile while being 'different' is king.
Fascination offers a shortcut—pulling customers toward you rather than pushing messages at them.

Personagens do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Sally HogsheadAuthor and award-winning copywriter
Giles CoreyHistorical figure executed for fascination
Robert FantzDevelopmental psychologist who studied newborns
John J. OhalaProfessor who researched the evolution of smiles

Sobre o Autor

Sally Hogshead é a autora best-seller do New York Times de Fascinate: How to Make Your Brand Impossible to Resist (Revised and Updated) e uma inovadora de branding reconhecida mundialmente.

Ex-executiva de publicidade premiada que lançou campanhas para a Nike e Coca-Cola, Hogshead combina décadas de experiência em marketing com pesquisas proprietárias sobre a ciência da cativação. Seu framework Fascination Advantage®, desenvolvido por meio de estudos com a Kelton Global e aplicado por corporações como Porsche e AT&T, identifica sete gatilhos que tornam marcas — e indivíduos — irresistíveis.

O trabalho de Hogshead foi destaque no Wall Street Journal, NBC e CNN, e ela é membro do Hall da Fama da National Speakers Association. Seu livro seguinte, How the World Sees You, expande esses conceitos para o branding pessoal.

Mais de um milhão de profissionais já realizaram sua Avaliação Fascination Advantage, e seus livros foram traduzidos para 22 idiomas, consolidando seu status como líder na estratégia de marca moderna.

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Comece sua jornada de aprendizado, agora

Capítulo 4

Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Visão geral do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Explore o Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada) em diferentes estilos de aprendizagem

Prestige: The Language of Excellence

Trust: The Language of Stability

Veja cada palavra enquanto a ouve

Mystique: The Language of Listening

Alert: The Language of Details

Você chegou ao fim do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Temas principais do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Melhores citações do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Personagens do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

Sobre o Autor

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

Who should read Fascinate, Revised and Updated?

Is Fascinate, Revised and Updated worth reading?

How does Fascinate help increase brand prices?

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BeFreed Reúne Uma Comunidade Global De Mentes Curiosas

BeFreed Reúne Uma Comunidade Global De Mentes Curiosas

Explore o Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada) em diferentes estilos de aprendizagem

Prestige: The Language of Excellence

Trust: The Language of Stability

Veja cada palavra enquanto a ouve

Mystique: The Language of Listening

Alert: The Language of Details

Você chegou ao fim do Resumo de Fascinante: Como Encantar e Conquistar Clientes com Sua Marca (Edição Revista e Atualizada)

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