"Creating brand desire and connecting with emotions is the number one future strategy for all brands - an excellent source of inspiration and understanding for any Brand leader." - Chris Nurko, Global Chairman, FutureBrand "Ind and Iglesias offer a blueprint for building brand desire that is illuminating and inspiring. Thoroughly modern and undeniably practical, Brand Desire is an indispensable guide for brand theorists and practitioners alike." - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Dartmouth College "Until now brand desire was something you just felt without really knowing why. Ind and Iglesias's book reveals the principles and processes behind the feeling." - Professor Majken Schultz, Copenhagen Business School "There is a mystique around brand desire.

What exactly is it? And how can it be managed? Ind and Iglesias's book explains why people desire certain brands and how managers can build and sustain desirability." - Santiago Gowland, Senior Vice President Global Corporate Innovation at The Estée Lauder Companies Inc. "Brand Desire shows the first methodology into building brand desire to maintain and strengthen consumer preference overtime. Rigorous, practical, easy to read, it brings an actionable way for brands to inspire and develop contemporary marketing strategies for today's complex business environment. Brand Desire is must read for any marketer and for all senior management who work towards building brands!" - Borja Castresana, Chief Marketing Officer, Desigual "As brand owners, we must learn how to create desire that leads to action. In their book, Nicholas Ind and Oriol Iglesias un-pack the mystery of desire and make it applicable to a business environment. This is the way forward." - Anne Gro Gulla, Vice President and Head of Brands, Telia.