It’s increasingly said that today’s brands are the sum of consumer experiences – and that marketers are in the business of selling customer journeys rather than simply stand-alone products. The problem they face, though, is that very few people are interested in buying complete, off-the-shelf, pre-defined customer journeys. In an era of personalisation, they want to assemble their own: using the touchpoints of their choosing for the purposes of their choosing and at the moments of their choosing.
Emotion is fundamental to every decision that every consumer makes. It enables our fast thinking, exerts an unconscious influence over our choices and is always, always in play when it comes to how we respond to brands. Brands can only become irresistible to consumers by mastering the secret language of emotion: symbolism.
In this feature, we reveal how conscious and consistent use of symbolism can build powerful relationships, leverage the emotions that govern decision-making, and make your brand an irresistible choice that is almost impossible for rivals to compete with:
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.
Yet the power of metaphors mean they must be handled with care. In this feature we look at how the meaning of familiar metaphors shifts between markets – and how translating them is crucial for effective brand planning:
But taking on the Hero role demands a very different approach depending on the market you are operating in.
We present the essential playbook for would-be Heroes, exploring the charismatic power of this hugely important emotional theme, whilst revealing the stark and surprising contrasts in what being a Hero means for different cultures:
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.
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.
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.
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.
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