Most great catalysts for change start with an inquisitive question. For brand marketers and retailers, I believe the fundamental question that keeps them up at night is rooted in how some brands defy the law of commoditization, being able to charge more for their product in a competitive marketplace. The question they ask themselves is “Why do consumers desire certain brands to the point that they are willing to wait overnight in line in front of a store to be able to purchase them?”
At the heart of all great brands and brand experiences is the ability to create a strong sense of desire that goes well beyond the functional benefits. Since desire is an emotion, it can be very elusive and at times unattainable for most organizations. But what if we could prescribe a set of rules that would stack the cards in favor of building desire in brands? For example, if you are a retailer or a service provider that depends on the built environment to deliver your brand (or have a significant investment in a brick and mortar channel of distribution), how do you create desire for your brand and, more importantly, for your built environment?