Building irresistible brands
Irresistible brands have a magnetic appeal that evokes powerful consumer desire in the moment. It makes choosing them inevitable and competing with them impossible.
NeedScope’s unique models and tools unlock the layers of needs and brand image to help you build irresistible brands that drive strategic and competitive advantage.
Questions that NeedScope can answer:
Is my brand irresistible – and how can I improve its irresistibility?
How can I optimise my brand or product portfolio?
Are there unmet consumer needs my brands could address?
What are the moments that matter most to consumers and how can I activate my brand to take advantage?
How we’ve helped our clients
The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.
Our NeedScope study looked beyond the functional benefits that had previously defined the category, to identify the real drivers of choice and the potential for irresistibility.
A tendency to differentiate brands only at the product level resulted in unmet emotive needs around contentment, adventure and playfulness. Pulling individual brands apart to differentiate them at the emotive level could build irresistibility for the portfolio as a whole.
Increased market share through a portfolio of differentiated, irresistible brands with stronger linkage between emotive and functional needs.
Just Juice looked to innovation to re-establish brand share and value in an evolving cold drinks market. Growth potential was seen in fizzy drinks – but was this space right for the brand?
We used the NeedScope framework to explore the functional and emotional drivers of brand choice in cold drinks, and reveal the best opportunities for an irresistible brand proposition meeting unmet needs.
Hybrid fruit juice and lemonade represented the strongest opportunity, with bubbles offering important emotional benefits.
Just Juice Bubbles became the most successful launch in the company’s history, with 35 per cent portfolio growth and every element of the launch built around bubbly, lively fun.
India’s market leader in scooters had lost its leadership of the broader two-wheel category, and attempts to regain its position by launching a new motorcycle had failed.
We used a qualitative and quantitative NeedScope programme to explore the dynamics of the market, and look beyond function to reveal all of the needs that scooters and motorcycles meet.
Motorcycles and scooters address very different emotional needs in India; to become irresistible to motorcycle buyers the client needed a new brand that was young, sporty, irreverent and had a sense of freedom that could appeal to the ‘liberation’ market segment.
The launch of the new brand re-energised the company and returned it to market leadership amongst rave reviews from motoring magazines.
Key benefits of using NeedScope:
Understands and measures the emotion driving brand choice
Evaluates your brand and competition against the 8 proven drivers of irresistibility
Sizes the best opportunities for your brand to be irresistible
Develops a strategy and clear action plan to exploit these opportunities