Tuesday, March 22, 2011
Product Emotions: The Way to Captivate Customoers
Professors Jonathan Cagan and Peter Boatwright, co-directors of the Center for Product Strategy and Innovation, recently published an article in the European Business Review on their research related to Built to Love: Creating Products that Captivate Customers. Professors Cagan and Boatwright have worked on product and brand strategy with many market leaders and have found that to really connect with customers, emotions must be generated by the product itself, not simply tacked on through advertising.
Related Links: European Business Review Article | Buy the Book | BuiltToLove.com