The 1st ingredient: Relevant emotional associations


Harley Davidson is a kick-ass bike but without its story or emotional associations that is all it would be. Harley Davidson is synonymous with freedom. By hopping on your bike you are freed from the shackles of the everyday. When you are joined with a lot of like-minded people the experience only gets better and the emotions stronger.

The 3rd ingredient: Psychographics and brand positioning


For a brand to inspire people – two things need to match well. Those are the wishes of the consumers – the psychographics with the brand positioning. The right match between the two results in the changed perception in the mind of the consumer.

The 6th ingredient: Accessibility


Brands need to work on being accessible where they are needed yet not expected. Do we need to say that inaccessibility is the death of the FMCG brand, yet over accessibility is pointless for a luxurious brand?

The 7th ingredient: Value


Without value or good quality there’s no brand. If your brand does not have quality, don’t do the branding because branding cannot mask bad quality.