What Makes Your Brand Irresistible?

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Customer Strategy
Marketing
Today I made a purchase that I was <I>compelled</I> to make. It wasn't something I needed or had planned to buy. But I had to have it.

Today I made a purchase that I was compelled to make. It wasn't something I needed or had planned to buy. But I had to have it.What was it? A package of green Sno Balls. In case you're not familiar with these tasty snacks, they're round, cream-filled chocolate "cakes" covered with marshmallow and coconut. They're usually pink. But Hostess, the company that makes Sno Balls, changes the color for holidays and seasons. You'll find them in lavender in the spring, orange around Halloween, and then there are the green ones, sold annually around St. Patrick's Day. According to the Hostess website, more than 25 million are sold each year.

The thing is, I see Sno Balls all the time. They're always conveniently placed near the check out at local delis and convenience stores. I'll buy them every now and again. It's fun to eat pink dessert. But what compels me to buy them is when they come in other colors. It's at that point that, for me, Sno Balls go from tasty and fun to a must-have.

OK, so maybe I'm just a big kid. But no matter. Hostess has found a way to make Sno Balls irresistible to me--and most likely to others like me. Whether B2C or B2B, other brands make their products or services irresistible in other ways: outstanding service, fabulous design, price, convenience, on-time delivery, the list goes on (and I bet that a favorite brand comes to mind for each). Often that irresistible quality is in the details; sometimes it's a significant part of the customer experience.

What is it that makes your brand irresistible?

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EXPERT OPINION