Brand desire is the ultimate level of consumer affinity, and it is driven by how the brands reflect the aspirational mirror of the target group’s self-worth. Luxury companies such as Chanel, Dior and Estée Lauder have been able to resist the gravitational pull of commoditized categories by answering the consumer needs beyond basic wants and moving their brands toward desire.
Although we gain great insights from how these names have evolved to the sought-after brands they are today, there are also important insights that can be gathered from companies that have struggled and succeeded in separating themselves within commoditized categories. Brands such as Apple, Axe and Dove provide a unique perspective on opportunities for any brand to evolve from fulfilling needs to spurring desires. What these brands share is how they have grown from simply selling a product to generating a branded experience deeply rooted in emotional need.