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BizReport : Advertising archives : March 11, 2011

Top 3 tips to improve brand desirability

Landing at the top of the brand heap isn't just luck. It takes hard work, at least one great product and some savvy marketing. A recent study from Clear finds that some smaller brands are increasing their desirability while larger brands are sinking. What are these brands doing right - and wrong?

by Kristina Knight

The Brand Desire study analyzed some of the top world-wide brands are the brands that consumers 1) talk about and 2) are proud to associate with (meaning they like buying the products).

"Our research has shown that desirability doesn't correlate to size. For example, Continental Airlines ranked at the bottom of the list. However, brand desirability correlates directly to brand growth, and so we believe there are a few major considerations that drive desirability in top brands: Personality, Innovation, Mission and Adaptability," said Adam French, Managing Director, US Office, Clear.

What do brands need to do to become desirable?

First, have a mission. Yes, brands, you want to create and sell good products, but you want consumers to return time after time to buy. Brands such as Trader Joes, Burts Bees and Method have great products and are near the top of the desirability list because they also have a mission.

Second, stand for something different.

"Consistently across the top brands these are companies that have transformed the way we do things, whether it is Google changing the way we search or IKEA the way we buy furniture," said French. "A lot of these brands were or are still considered 'challenger brands', they are not looking to replicate the status quo."

Finally, make your message consistent. From press releases to website content and internal memos, make sure your brand message is the same. This constant reinforcement of the message gives consumers - from strangers to employees - the ability to associate your product with a feeling or action they wish to emulate.

Tags: Adam French, advertising, brand desire, brand identity, Clear, desirability of brand

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