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Ever wonder what makes people line up for days to spend $1,000 on a new iPhone they don't need? Or walk past five coffee shops to go to a Starbucks? How do brands achieve this status, and how can designers help their clients tap into this seemingly irrational behaviour? Based on insights from neuroscience, cult fanaticism and behavioural psychology, Jean-Pierre offers a high-level perspective on the approach brands need to take to move from ;wanted to the coveted ;desired space in the marketplace.
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