CRJAV8OR

Men and women don’t always see eye to eye, except for this: What brand do they mutually desire most? Southwest Airlines. That’s according to a recent study conducted exclusively for Forbes.

“The brands at the top of the Most Desired report have the strongest ties with the consumers we measured, and therefore, they have the ability to be more effective and efficient than their competitors,” says Gary Singer, Buyology’s chief executive and founding partner.

The study looked at men’s and women’s relationships with many of the nation’s biggest brands. By examining the strength and types of those relationships on both a conscious and nonconscious level, using the tools of neuromarketing, Buyology found that men and women are generally drawn to different kinds of brands, and for different reasons. However, this year they agreed on a few winners.

The Dallas-based airline Southwest earns the coveted top spot largely because of what they represent: accessible, affordable memories. The airline gives experiences that money cannot buy, and its clever campaign featuring real life employees plays on the emotions of feeling taking advantage of by the bigger airlines, Singer says. “While its competitors have cut services and charged for previously free services, Southwest has continued to provide its customers with awe and delight, [at an affordable cost].”

It’s even more important in tough economic times to understand what is driving consumer behavior on a deeper level, Singer says. “When brands understand how consumers feel, they can adjust their marketing accordingly. Southwest is a great example. They understood that consumers felt taken advantage of by most airlines, they capitalized on this, and they’ve built stronger relationships with consumers as a result.”

Google ranks No. 2 among women for inspiring senses of “awe” and “exploration.” Among men, however, Google is No. 7 and evokes feelings of “awe” and “superiority.” The final brand to appear on the top 10 list for both genders: Dove. It ranked No. 4 among men and women.

“At first glance, it might be surprising to see that Dove is a top brand for men, but consider this: Dove is one of the few personal care brands that many men had in their homes growing up,” Singer says. “Dove is one of the strongest heritage brands in skincare. And instead of becoming outdated, they’ve successfully leveraged their heritage status into their new Dove for Men product line. Dove owns moisturizing. A benefit that is compelling to men and women alike. And they understand that the best way to get both genders to relate to their brand is elegant simplicity in their products, packaging and messaging.”

The Brands American Men And Women Desire Most - Forbes

LineHolder

Real life employees huh? Funny, I never see any El Salvadorians in the commercials. Take a ride down there in the middle of the night and you'll see no less than 5 SW 737's getting heavy maintenance. I though SW was a good ol' Texas American company. What, US mechanics don't need jobs?!

CRJAV8OR

The Salvadorians are not Southwest employees, that is outsourced labor.

gloopy

Clark Howard, is that you?

I can't wait for that toolbox to figure out he's paying as much or more for the exact same thing, a smaller network and more connections. He's in too deep to admit it now though.

CRJAV8OR

Hey, I don't write this stuff, I'm just the messenger. Complain to Forbes if you don't like it.
It sounds like a bunch of marketing mumbo jumbo to me. How do you quantify nonconscious thoughts? I thought they were nonconscious.

WHACKMASTER

In just a couple of more posts this thread will merge nicely into the "Why I Hate Southwest Airlines" thread. Watch, I'm tellin' ya.

80ktsClamp

Carl Spackler

I did complain, and their response explains everything. Meet Forbes' new editor:






Carl

Sailor

Forbes and SW. Now that's 2 that eat each others cookie!, if you digg deep enough you can probably find the link.

CRJAV8OR

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