Drivers of Brand Desire Among New-Age Consumers

Brand desire is instinctive to a brand, yet it must be consciously sought

- N. Chandramouli

When times are brimming with hope, options and changing consumer expectations, the only way for brands to stay relevant is by becoming consumer-focused and dipping into the innermost desires of customers. Desire is an emotional force deeply rooted in the human psyche; the same vigour drives discoveries and inventions and fuels breakthroughs. In India today, where cultural heritage intersects global ambition, understanding and igniting this desire in consumers requires balancing rational value with emotional resonance, creating compelling communication that connects to consumer aspirations.

Every time a brand has a human interface, it arouses deep-rooted physical, psychological, sociological and cultural reactions in the audience, exerted as a 'force of attraction' by the brand. This intrinsic capacity of a brand to arouse the audiences' interest and create a magnetic pull towards itself is brand desire.