The Science of Desire
In luxury, visibility is not value. We decode the difference.
The Challenge
Luxury defies the logic of necessity. No one simply needs a luxury handbag or a fine timepiece. They covet them.
This desire is volatile, emotional, and disconnected from utility. Search volume alone cannot distinguish between a brand that is truly desired (scarcity) and one that is merely ubiquitous (saturation).
Michael Kors and Fossil have massive search volume. Hermès and Patek Philippe have far less. Yet only the latter command infinite desirability. Mistaking visibility for value is a fatal error.
Our Approach
We treat brand desirability as what it truly is: a hidden state that reveals itself through observable signals. Our proprietary models triangulate multiple market indicators to detect the underlying regime a brand occupies.
The result is not a prediction. It is a diagnosis—a precise reading of where your brand stands in the landscape of desire, and the strategic implications that follow.
Desirability Regimes
Dormant
No organic pull. The brand exists but does not resonate. Requires fundamental repositioning or ignition.
Viral
Explosive desirability. The moment to capture demand before momentum fades. Act decisively.
Steady
Established presence with stable demand. Focus shifts to retention, loyalty, and lifetime value.
Decay
Fading relevance. Urgency to intervene before the decline becomes irreversible.
Strategic Value
Know Your Position
Understand exactly where your brand stands in the desirability landscape, beyond surface-level metrics.
Anticipate Transitions
Detect early signals of regime change before they become visible to competitors.
Act with Precision
Receive tailored strategic recommendations aligned with your current regime, not generic advice.
Ready to understand your brand's true position?
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