Hogshead then introduces the Seven Languages of Fascination: Innovation , Passion, Power , Prestige, Trust, Mystique, and Alert. Hogshead explains that brands fall into these categories which she also refers to as the Seven Fascination Advantages. Once a company acknowledges which advantage category their brand lives in, they can clearly identify how the brand should be operating and how they should be communicating to consumers. Brands can utilize their key advantage as the foundation for their overarching marketing strategy.