Revealed: what it takes to be an irresistible brand

Whitepaper | Branding & Communication | 2014 
What do L’OrĂ©al, Stella Artois, Red Bull and Audi have in common? The most obvious answer is that they are all extremely successful: the world’s leading personal care brand, one of the fastest growing brands in beer, the world’s leading energy drink, and the fastest growing auto brand on earth, according to the BrandZ index.

But that’s not all. These brands are not just strong, recognisable and popular; they are irresistibly so. When faced with a choice in their category, consumers are magnetically drawn to them, unable and unwilling to see any alternative. The power these brands exert today makes their success appear almost magical, but the fact is that they have very specific characteristics that make them irresistible.

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