Brands that create desire deliver stronger commercial outcomes.

They're important questions, but a recent global research report from Havas caught our attention because it explored a different question altogether: what actually drives long-term business growth?

Rather than focusing on technology or optimisation, The Science of Desire examines why some brands consistently outperform others. Its central premise is simple: being seen is no longer enough. Brands need to create desire.

What the research found

Havas' Science of Desire is based on research involving more than 87,500 consumers, 2,400 brands across 10 global markets, together with 1,000 AI-powered interviews. The report explores the relationship between brand desire and commercial performance.

Its findings are compelling. Brands that successfully build desire are 2.4 times more likely to achieve sustained growth, 2.2 times more likely to build fame, and enjoy 87% greater pricing power than less desirable brands. The research also found that desirable brands are up to four times more likely to be surfaced by AI, suggesting that strong brands are amplified, not diminished by emerging technology.

Perhaps the most striking finding is that 84% of brands exist in a state of consumer indifference, meaning they achieve only around 61% of their growth potential. The report suggests this isn't because people actively dislike these brands; rather, they haven't created enough emotional connection or differentiation to become the preferred choice.

Does that mean brands are back?

For us, the report reinforces an important shift in how businesses should think about marketing.

For years, marketers have become increasingly sophisticated at reaching the right audience. Better targeting, richer data and more channels have made it easier than ever to generate visibility. Yet visibility alone doesn't create preference. Customers still need a compelling reason to choose one brand over another.

For ambitious New Zealand businesses, that's particularly relevant. Most organisations don't have the budget to outspend larger competitors, but they can build brands that are more memorable, more trusted and more meaningful to their customers. In many cases, that's a far more sustainable competitive advantage than simply increasing media spend.

Our view

At Mint, we see brand as far more than a communications exercise. We see it as a commercial asset that influences how customers perceive value, how confidently they make purchasing decisions and, ultimately, how a business grows over time.

That's why we don't see brand building and performance marketing as competing priorities. Performance marketing creates opportunities to be discovered, while brand increases the likelihood of being chosen. The two work best when they're working together.

One of the most interesting findings in the report is that desirable brands are more likely to be surfaced by AI. To us, that's a reminder that technology doesn't replace the need for a strong brand, it increases its importance. As AI makes content creation and campaign execution more accessible, competitive advantage will come less from the tools businesses use and more from the distinctiveness of the brands behind them.

So what does this mean for NZ businesses?

The Havas report challenges businesses to think beyond visibility and consider how they create genuine preference.

As you review your marketing approach, ask yourself:

• Is our marketing simply helping people find us, or is it giving them a reason to choose us?
• Are we building a brand that customers remember, trust and value?
• Is our marketing investment strengthening our long term market position?

Marketing performance will always matter. But as ‘The Science of Desire’ reminds us, sustainable growth comes from more than being noticed. It comes from building a brand people genuinely want.

Sources: (PDF available)
https://www.havas.com/press_release/havas-unveils-new-proprietary-research-the-science-of-desire-redefining-growth-in-the-age-of-ai/