There is strong link between inspiration and brand growth, according to a study by Wunderman Thompson, with inspiring brands able to grow their market share faster and to charge higher prices for their products and services.

Wunderman Thompson’s study across multiple markets identifies three core characteristics: 

• Elevating brands help consumers build their aspirations with experiences and content that inspires. A great example is Dove showing consumers that beauty can come in many forms.
• Magnetic brands draw consumers towards them by broadening their horizons and stimulating their imaginations. Google performs well here.
• Motivating...