Building irresistible brands

There are many popular brands, but only a few have the magnetic power of irresistibility. Irresistible brands evoke a powerful desire that makes choosing them inevitable and competing with them impossible. Irresistibility drives real strategic and economic advantage.

At the heart of irresistibility is a deep understanding of consumer needs including the underlying emotive needs driving choice.
NeedScope understands what drives irresistibility with proprietary models to uncover these needs and a powerful brand planning framework that adds value throughout the marketing process.

Find out how to make your brand irresistible with NeedScope.

 


Questions that NeedScope can answer:

  • Is my brand irresistible – and how can I improve its irresistibility?
  • What are the greatest opportunities in my market – and how can I position my brand to take advantage?
  • How can I optimise my brand or product portfolio?
  • Are there unmet consumer needs my brand could be addressing?
  • Can my brand stretch to new areas through innovation?

How we’ve helped our clients

Unwrapping emotional needs to increase share

NeedScope, Brand & Communication, FMCG

The challenge

The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.

Our approach

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.

The insight

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.

Impact

Increased market share through a portfolio of differentiated, irresistible brands with stronger linkage between emotive and functional needs.

Putting the sparkle into innovation strategy

NeedScope, Brand & Communication, FMCG

The challenge

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?

Our approach

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 insight

Hybrid fruit juice and lemonade represented the strongest opportunity, with bubbles offering important emotional benefits.

Impact

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.

Riding back to market leadership

NeedScope, Brand & Communication, Automotive

The challenge

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.

Our approach

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.

The insight

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.

Impact

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:

  • In-depth qualitative and quantitative research to reveal what your category really means to consumers
  • A precise understanding of the range and depth of emotive needs driving brand choice – and how to address them
  • Unique insight on the 8 apps that drive irresistibility for brands, with a customised plan for competitive advantage
  • Identify and size the need-states that offer the opportunity for irresistibility, with clear strategies for achieving and maintaining it
  • Can my brand stretch to new areas through innovation?

NeedScope is one of our Brand & Communication research tools