Fascinate | Sally Hogshead

Summary of: Fascinate: How to Make Your Brand Impossible to Resist
By: Sally Hogshead


Dive into the world of fascination and discover how brands can hypnotize consumers by focusing on their unique advantages in Sally Hogshead’s book ‘Fascinate: How to Make Your Brand Impossible to Resist.’ This summary offers an extraordinary glimpse into how companies like Dinosaur Food, Jägermeister, and Nike differentiate themselves from competitors and make thoughtful purchasing decisions become a thing of the past. Learn about the seven fascination advantages – Innovation, Passion, Power, Prestige, Trust, Mystique, and Alert – and the secrets behind crafting a powerful marketing message that captivates and engages consumers.

The Fascinating Marketing Strategy of Dinosaur Food Candy

Dinosaur Food candy is a profitable product that is popular among small children. Despite containing only five gummy worms that cost three cents to produce, the $3.99 candy is a top-seller because of its ferocious T-rex packaging and the fascination it evokes in young consumers. Parents who bring it home are seen as heroes, and this is how the product has been able to make a T-Rex-sized profit. The marketing strategy of Dinosaur Food candy exemplifies how appealing to the imagination of its target audience can be a win-win for both the customers and the producers.

The Fascination of Jägermeister

Jägermeister’s bittersweet taste has been compared to cough medicine, yet it remains a top-selling global spirit due to its counterintuitive marketing strategy. Sidney Frank, the importer, embraced a Baton Rouge Advocate article that called it a “cult drink, hopped up with opium, Quaaludes, and aphrodisiacs” and posted it in college bars across the US. Young people were intrigued and started drinking it for its illicit flavors. The quirky green bottle with the glowing cross between a stag’s antlers added to its mysterious appeal. Jagermeister’s branding strategy, focusing on its brand advantage, allows it to differentiate itself from competitors and not compete on price. College students order it, not in spite of its taste, but because of it.

The Power of Fascination Marketing

This book highlights how successful companies create compelling advertising messages that captivate public attention, leading to rapt engagement and making their product the inevitable choice for customers. It explores how fascination marketing works beyond gaining interest and causes consumers to make purchases without much thought. The author suggests that companies who can effectively use this marketing strategy can achieve great success.

Decoding The Seven Fascination Advantages

In this book, the author emphasizes the importance of promoting your brand’s primary Advantage to captivate targeted consumers effectively. To stand out from competitors, one should focus on embracing the differences that make their brand unique. The author presents the seven fascination Advantages, which include innovation, passion, power, prestige, trust, mystique, and alert. Each Advantage represents a different branding tactic that can be used to evoke a particular emotion in consumers.

Innovation involves surprise and visionary thinking that alters customers’ perspectives, while passion connects consumers to a larger purpose beyond their rational judgment. Power represents confidence and assertiveness, while prestige communicates superiority and exclusivity. Trust elicits loyalty, stability, and comfort, while mystique provokes curiosity and intrigue. Lastly, alertness embodies precision, efficiency, and safety.

By highlighting your brand’s primary Advantage as the central message in your marketing and communication, you can effectively captivate targeted consumers’ attention and establish long-term loyalty. The seven fascination Advantages are different forms of branding and marketing magic that empower businesses to convey a unique and powerful message to their customers.

The Fascinate System

The Fascinate System is a five-step method that helps develop powerful brand messages in just 60 minutes. The first step is to assemble a team of change agents, including a quality team leader. Next, identify your brand’s primary Fascination Advantage and incorporate it into your marketing messages. Then, build a brand Anthem that differentiates your brand from competitors. To fascinate customers, apply tactics such as tactical marketing and emphasize your advantage in all communication channels. Finally, create a culture of fascination by using singular words, phrases, and slogans that highlight your Advantage in daily business. The Fascinate System helps brands win against the overwhelming amount of commercial messages and sets them apart in a mysterious and fascinating way.

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