Jean-Pierre Lacroix Is Passionate About Design

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Jean-Pierre Lacroix, president and founder of Toronto-based design agency Shikatani Lacroix, has published Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for their Brands.

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The new book from the author of The Business of Design and of Belonging Experiences undertakes to unravel the irrational element of desire and to explain how brands, designers, and marketers can tap into the emotional high that elicits passion for certain brands.

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Lacroix taps into ideas and insights from neuroscience, cult fanaticism, and behavioral psychology, turning them into practical worksheets that explain the “how to” of creating desire for a brand. Using design philosophies he has developed in 30-plus years of experience, Lacroix offers actionable advice, shaped from experience, history and science, on how brands can be moved from a “want” category to the much coveted “desire” space in the marketplace. The book is available through major retailers including amazon.comBarnes & Noble, IndigoGoogle Books and iBooks.

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