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How to make your brand desirable

Apple and its sub-brand iPhone are the two most desirable brands in the World.

The top echelons of the 2013 Brand Desire listing, are a varied mix of products, services and categories. Within it, Ferrari revs it up at position 3. Tiffany sparkles with affordable luxury at number 4. Marmite full of British heritage is at number 5. Calpol climbs into position 13 with a caring touch.

How to make your brand desirable

There is plenty of evidence to suggest that brands are valuable assets, but what makes them desirable? Is it the unique balance of energy, substance and connection, qualities that have a profound effect on how the brand makes the consumer think, feel and act?

Desirable brands make us think, feel and act differently to ‘non-desirable’ or ‘neutral’ brands.

Through a study of 60,000 consumers across multiple categories and brands, the Brand Desire Index compiles Brand Desire Scores for each brand in the study. A score of 100 means a brand has average desirability, over 100 and a brand is doing well and under 100 doing badly.

At the heart of this desire and success are energy, substance and connection, the ‘Triangle of Impact’. Validated by 3 years’ worth of Brand Desire data, this formula shows 3 primary determinants or characteristics of a brand’s ability for not just the greatest desire but the greatest commercial impact. This is where brands like iPad, Apple, iTunes, Amazon, Fairtrade and Marmite – which have all been listed in the study’s top 20 for the 2nd year running – continue to tick the right boxes.

Energy is a measure of how the brand is energising the organisation towards success, having an ambition that is genuine and viable in the sense that it is rooted in the reality of the business they are in. The tangible proof of that energy isn’t just about producing a great product or service but continuously re-evaluating and innovating to ensure the brand has a real role in people’s lives.

Calpol, listed as the 13th most desirable brand in the UK, is an example of the importance of energy. The over-the-counter medicines category is not known as a brand with a big energetic purpose, however, Calpol has carved out an appeal around helping consumers to ‘care for their little one’. It is not just a pain relief analgesic for under eight-year-olds, which is typically how the category would talk, it has gone for a much more emotive energy that connects with the target consumer and is a real proof of the triangle principle.

So if you are a brand owner, the question which you may find you are asking yourself is – ‘is your brand desirable?’.

If you have any doubt, maybe you should give Turquoise Creative a call sometime soon?

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