The irresistible brand

Ever wondered what is common among Coca-Cola, Dove, Audi, Samsung and Johny Walker? All these brands have the magnetic power of irresistibility. New research from TNS reveals that brands achieve irresistibility when they become the automatic, instinctive choice for particular needs in particular contexts; a choice that would be very difficult for consumers not to make. The research says credible know-how is a basic hygiene factor for any would-be irresistible brands. Maintaining momentum while remaining true to the characteristics that made them irresistible in the first place, is one of the most demanding challenges. Mastery of emotion is another important factor as brands that satisfy three levels of conscious and unconscious consumer need: functional, social and emotive - connects strongly with consumer. Aligning look, message and emotion across every different touchpoints delivers returns not only in enhanced irresistibility, but in maximised value for all marketing budgets. The irresistible brands can successfully incorporate master brands, sub brands and variants, retaining an inherent unity of brand architecture when doing so.