What makes a product desirable?
Elie Papiernik: A desirable object is an object that has meaning and style. Its desirability is born of its intrinsic value, its reality as an object: its shape, material, color. But beyond all that, the object is also an ambassador for its brand and must embody some kind of meaning in society. The brand must have a story to tell through its products, so that consumers can appropriate this story for themselves. Brand values should also generate desire for the product when they’re aligned with customer beliefs.
