Brand Magnetism: Building Brands That Attract Buyers
September 2025
In a nutshell...
When it comes to grocery aisles and online baskets, marketers are fighting on two fronts:
1. Private label is at a record high in Australian supermarkets [1], budgets are under attack, and sustainability claims (rightfully) attract more scrutiny than ever.
2. Campaign windows have been cut in half; digital-first consumers have scant brand loyalty.
This isn’t just a concerning headwind for FMCG portfolios. It’s the reality for every brand trying to defend its shelf space, margin, and relevance.
Marketers are feeling the squeeze: prove ROI on long-term brand building while delivering short-term performance, keep retailers onside while experimenting with D2C, and tell a sustainability story that convinces consumers without risking greenwashing.
1. Distinctiveness alone won’t cut it
In this rapidly changing environment, we need to do more than just stand out.
In the research we’ve conducted into Brand Magnetism we’ve found that while distinctiveness will get you noticed, it’s meaning that makes you memorable and persuasive.
The brands that excel in the [UK Top 50 Magnetism Index](https://magnetism.brandopus.com/) don’t just have recognisable logos; they have identity systems built on symbolism that creates instant, positive associations. The Cadbury glass and a half, McCain’s Sunshine, the Fairy Baby - each is a shortcut to what the brand means and why it matters
2. Three assets, one system
Another pattern that emerged from the research was that 60% of the top ten most magnetic brands had at least three strong distinctive assets.
One strong asset applied everywhere builds some salience; three interconnected assets give you breadth across the fragmented marketing mix without diluting impact.
Think colour palette, shape, character, strapline all working together to tell a cohesive story
This is a surefire way to make limited budgets work harder across retail, digital, and trade touchpoints. A symbolic system is a commercial tool, not a creative indulgence.
3. Meaning makes memory, memory builds pricing power
Brands that trigger positive associations in the moment (and before & after exposure) are more likely to be recalled at the point of purchase.
Meaning enhances memory because our brains prioritise emotionally loaded, symbolically rich information. Symbolism cuts through the noise and sticks in the brain.
4. The shift from brand identity to brand magnetism
Marketers who move from isolated brand elements to connected, symbolic systems open themselves to stronger mental availability, higher ROI, and greater pricing power.
In a market where trading down is the norm and retailer demands are rising, that shift isn’t a nice-to-have.
It’s the path to survival and growth.
