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Brand desire from desire to impact

The world’s largest study
into what creates desire for brands.

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to see the story

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Over the last 3 years we've spoken to tens of thousands of consumers around the world in our quest to find out

what creates desire for brands.

In 2013 alone,
we asked 2 0 5 1 7 people
about 6 7 8 brands
From three markets

Covering over 25 categories

with7key
deep dives

  • Travel & leisure

  • Handheld technology

  • Sports apparel

  • OTC Healthcare

  • Snacking

  • Retail

  • Beer

...to uncover the

brands people desire the most:

Brand Desire is an index made up of how users think, feel and act towards brands. The more a brand achieves recognition (think), provokes emotion (feel), and motivates action (act), the more desirable it is.

Top 5 desirable brands by country

think feel act bdi*

Personality

Apple personality graph

Brand Desire change

1%

Highest scoring attribute

This brand is innovative

212

Personality

Iphone personality graph

Brand Desire change

1%

Highest scoring attribute

This brand makes great products

207

Personality

Ferrari personality graph

Brand Desire change

34%

Highest scoring attribute

A brand I think of as great

198

Personality

Tiffany personality graph

Brand Desire change

46%

Highest scoring attribute

A brand I would love to use in future

195

Personality

Marmite personality graph

Brand Desire change

5%

Highest scoring attribute

This brand is unique and distinct from its competitors

190
think feel act bdi

Personality

Amazon personality graph

Brand Desire change

1%

Highest scoring attribute

A brand I think of as great

202

Personality

Reeses personality graph

Brand Desire change

18%

Highest scoring attribute

A brand I think of as great

184

Personality

Disney personality graph

Brand Desire change

new

Highest scoring attribute

A brand I respect

182

Personality

Chobani personality graph

Brand Desire change

new

Highest scoring attribute

A brand I would love to use in future

165

Personality

Ben&Jerrys personality graph

Brand Desire change

20%

Highest scoring attribute

A brand I would love to use in the future

162
think feel act bdi

Personality

Apple personality graph

Brand Desire change

3%

Highest scoring attribute

A brand I think of as great

202

Personality

WWF personality graph

Brand Desire change

5%

Highest scoring attribute

A brand I respect

184

Personality

Red cross personality graph

Brand Desire change

67%

Highest scoring attribute

A brand I respect

182

Personality

Sony personality graph

Brand Desire change

3%

Highest scoring attribute

A brand I would love to use in future

165

Personality

Cadbury personality graph

Brand Desire change

1%

Highest scoring attribute

A brand I respect

162

*Brand Desire index

and the reasons why

some brands rise in desire

The biggest winners in Brand Desire top 100 (by % increase in Brand Desire)

UK

UK flag

+69%

Flora icon
Flora triangle

+59%

Ebay icon
Ebay triangle

+56%

Triangle icon
Triangle triangle

USA

Flag USA

+90%

Ikea icon
Ikea triangle

+87%

Harley icon
Harley triangle

+79%

Forall icon
Forall triangle

Australia

Flag Australia

+100%

Nurofen icon
Nurofen triangle

+67%

Redcross icon
Redcross triangle

+60%

Amexpress icon
Amexpress triangle

while others

fall.

The biggest losers in Brand Desire top 100 (by % decrease in Brand Desire)

UK

Flag UK

-16%

RR icon

-17%

Skype icon
Skype triagnle

-17%

Nandos icon
Nandos triangle
Fall triangle

USA

Flag USA

-10%

Apple icon

-10%

Sephore icon
Fall triangle
Fall triangle

-12%

Sony icon
Fall triangle

Australia

Flag Australia

-25%

Visa icon

-29%

Boost icon

-29%

Looreal icon
Fall triangle
Fall triangle
Fall triangle

Not only did we find answers to some of the

marketing world's biggest questions...

Does being
different always
lead to impact?

Can value brands be as desirable as luxury brands?

Is function the new emotion?

Can doing good for society mean doing well for business?

When does the hunter become the hunted?

What big trends are changing the way consumers view brands?

Product vs parent brand – what's the best route to desire?

We went
even further...

to explain how brands can

convert desire into
commercial impact

Chart graph

Through

3 key principles

pyramid-map energy connection substance

Click to find out more


energy overlay iconenergy

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  • Have an ambition that energises your world.

    What does it mean?

    An ambition that’s genuine and viable, engaging and energising all stakeholders, and creating direction and headroom for growth.

  • These brands have an idea to buy into that goes beyond the norms of the category and connects with consumers as people. Their ambition has a clear and tangible link to the realities of the business, so that it is credible and authentic.

  • How do you do it?

    Identify the impact your business has on the world, and use it as a starting point to grow beyond the confines of your category.


substance overlay iconsubstance

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  • Keep reinventing your offer in a meaningful way.

    What does it mean?

    An offer that keeps on making a difference to people’s lives.

  • Although brands innovate constantly, 8 out of 10 product innovations fail within three years, often because they don’t deliver the kind of innovation that makes a real difference to people’s lives. A brand that continuously evolves and re-evaluates its utility and the difference it makes in people’s lives, will increase its value to the business.

  • How do you do it?

    Never stop re-evaluating the usefulness of what you offer to your audience’s changing everyday needs.


connection overlay iconconnection

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  • Develop a personality that humanises connections.

    What does it mean?

    A personality that makes people want to connect with your brand.

  • The clearer you are about who you are as a brand and the more coherent your personality is across touchpoints, the more memorable and desirable your brand will be - as long as it’s a personality your audience wants to connect with.

  • How do you do it?

    Knowing who you want to connect with and developing a personality they can, and want to, relate to.

Understanding how you are

PERFORMING AGAINST THESE
PRINCIPLES

can tell you what actions

YOU NEED TO TAKE

explosion

TO CREATE AN IMPACT

with your brand

Like these brands

Energy

A brand with an energising purpose

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  • Durex reframed the purpose of it’s category away from protection, with an ambition to help couples enjoy great sex.
  • They bring this idea to life in a humorous and single-minded way connecting consumers with a clear link to their product offer.
  • Durex image
  • Durex is the 3rd most socially focused brand in our study and its products are as desirable as Aston Martin!
  • Durex photo
  • Durex percentage
  • Durex has just the right energy to push category conventions and motivate consumers to refresh their relationships.
  • Durex desire change
  • Durex No.1 condom

Substance

A brand of enduring substance

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  • IKEA’s purpose to “create a better everyday life for the many” puts meaningful innovation at the heart of the business.
  • This idea is the very substance of the brand and inspires continuous reinvention of both home design and their own retail space.
  • Ikea photo
  • Much more than just a value proposition, the IKEA concept is a business model innovation that gives the consumer a key role in product development.
  • From self-assembly to ever more practical interpretations of their promise to help people make the most of their homes.
  • Number 1 desirable
    bricks and mortar
    retailer 2013 (UK)
  • Giving people the opportunity to reinvent their homes at any budget delivers real substance and has paid off for the brand and the business.
  • Ikea Brand desire change
  • Ikea sales

Connection

Two brands connecting in different ways…

  • Virgin Atlantic has managed to break away from category norms by pulling off a very cool, sexy, fun yet sophisticated personality.
  • They are constantly hitting the right buttons across touchpoints, whilst at the same time maintaining a viable value proposition.
  • Virgin status graph
  • Virgin No.1 airliner
  • Virgin Brand desire change
  • Virgin revenue
  • BA has rediscovered its calling by celebrating and aligning the business’ energy around the purpose “to fly to serve”.
  • This provided the business with a clear focus on service excellence, to set itself apart from low cost competitors.
  • BA status
  • BA No.4 airline
  • BA Brand desire change
  • BA Revenue

So how can your brand create more impact?

Get in touch to find out.

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