Drivers of brand desire amongst new-age consumers in India
Live MintWhen 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. 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. Emotional appeal, the second foundation of brand desire, deepens desire by helping the brands connect with consumers personally, speaking to memories, values and identity. The third foundation of desire, communication appeal, and hope lies in a brand’s charisma—which refers to a brand’s visual, auditory and cognitive attractiveness, such that it naturally aligns with the cultural and contextual preferences of the consumers. Whether through the brand’s vision, innovation, progress or technology, aspirational brands symbolize growth and help consumers evolve.
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