DesignThinkers, Canada’s only annual conference for visual communicators, is set to take place in Toronto and Vancouver on October 24 & 25, 2018. Shikatani Lacroix’s president, Jean-Pierre Lacroix, is excited to be one of the speakers at the Toronto conference.
The Irrational Customer and Brand Desire
Ever wonder what makes people line up for days to spend $1000 on a new iPhone they don’t even need? Or walk out of their way every morning past five other coffee shops to go to a Starbucks? Today’s top brands are able to do something extraordinary: beyond offering people something they merely want, these brands are able to create passionate desire in customers that is no more rational than an obsessive teenage crush. And yet this emotional attachment to these top brands is so strong that customers will inconvenience themselves and spend more money to get them. How did these brands achieve this status, and how can designers help their clients tap into this irrational behaviour?
In this session JP Lacroix will dissect the ephemeral element of desire and explain how designers and brands can tap into deep emotions that trigger fanatical customer response. Based on insights from neuroscience, cult fanaticism and behavioural psychology, JP will offer a high-level perspective on the approach brands need to take to move their brand from the “want” category to the much coveted “desire” space in the marketplace.
Those in attendance can expect to learn:
- Why desire trumps wants and needs
- How the top brands are creating desire
- How neuroscience can provide insights for designers and brands
- What designers need to know about impulsive consumer behaviour
- How design can help brands move from the “want” category to the “desire” category