There is an indescribable, alluring quality to the world’s most beloved brands.
We’re enamored with the sense of nostalgia that Coke inspires. Patagonia awakens the explorer and begs us to experience the natural world. Victoria’s Secret evokes the seductive lover when we buy sexy lingerie. Nike fuels greatness, and charity: water makes us want to donate our birthday money to help change lives.
To the casual consumer, the power that some brands hold seems like a mystery or stroke of luck. But there’s nothing unintentional about it. The force behind the world’s most influential brands is actually a science–an intentional positioning strategy grounded in years of psychological research.