NEWS8 May 2014
UK — TNS claims to have unlocked “the secret of irresistibility”.
During a five year study into brand irresistibility, TNS developed an Irresistibility Quotient (IQ) score, in order to calculate how appealing a brand is by gauging how well it meets the needs of its target consumers. The study involved analysing thousands of brands across 40 countries, and resulted in TNS identifying eight key drivers of irresistibility:
- Know-how
- Momentum
- Differentiation
- Emotion
- Symbolism
- Nexus
- Alignment
- Unity
“Becoming one of the world’s strongest, most popular and recognisable brands does not happen by accident,” said Roz Calder, director of TNS’s NeedScope International. “These brands have scrutinised and applied the drivers of their irresistibility. These traits are deliberately and determinedly engineered over time, to make the brand an instinctive choice, and to make competing with it impossible.
“Rivals in their categories have two choices: either they can focus on becoming irresistible themselves, or they must be prepared to get out of the way.”
More information on the research can be found here.