The mission of Morres & Company sounds simple: we make brands irresistible. But what does that really mean? What makes a brand truly irresistible? Eline Wilbers and Paul Denis of the creative marketing agency Morres & Company explain what it takes.
“People want to admire something,” Paul begins. “Everyone has someone or something they look up to.” He draws a parallel with personal charisma, often associated with celebrities. “Some people naturally attract followers and exude success. But that admiration says just as much about the followers themselves. Think about the crowds at a Taylor Swift concert, it’s about expectations, desires, and aspirations, all shaped by context, timing, and personal circumstances.”
Paul continues, “Take Mick Jagger, one of the most famous people on the planet. But if you’ve never heard of him or the Rolling Stones, you’d probably just see a skinny old man with dyed hair and strikingly big lips. The same goes for brands,” he explains. “To be irresistible, you need to deeply understand what potential followers desire, what they find beautiful and valuable. By aligning your brand with those needs, you strike a chord.”
At Morres & Company, this process starts with truly understanding the client. “We want to know everything about them,” says Eline. “Who they are, what they do, and what excites them. But even more importantly, what excites their customers. That’s the foundation for creating an authentic brand. We strongly believe in personal engagement; we want to genuinely get to know our clients and their audiences.”
“It’s not just about visual appeal,” Paul adds. “It’s about telling a story that resonates, that inspires people to connect with a brand.” Eline continues, “It’s about building a connection. A brand shouldn’t just look good, it should be meaningful. An irresistible brand moves people. When a brand reaches that level, customers and fans trust that its products and services align with their needs. That’s when a brand has charisma. That’s when it’s truly irresistible. Just think of the long lines in front of Apple Stores when a new product is released.”
“An irresistible brand moves people. When a brand reaches that level, customers and fans trust that its products and services align with their needs.”
The same logic applies to organizations working on employer branding, says Eline. “For employers, it’s crucial to create a culture where employees feel at home, one that aligns with their personal values. An irresistible employer brand starts with satisfied employees who are proud of their work and share that pride. That’s what makes the outside world think, ‘I want to be part of that.’ It builds expectations about an employer, even for those who don’t work there yet.”
One key element is consistency. “A strong brand remains top-of-mind for its audience. To achieve that, you must be consistent across all touchpoints,” Paul explains. “Whether it’s the website, social media, or customer service, the experience must be seamless and recognizable. Nothing damages a brand’s appeal more than disappointing real-world experiences. A brand shouldn’t just shine on the outside—it must genuinely live up to expectations.”
Both brands and employers can cultivate their own charisma. “It’s about inspiring people and consistently exceeding their expectations,” Paul says. “When you create a brand that truly resonates with people, offering an experience that goes beyond just the product or service, you’ve built something special.”
Eline concludes, “That is the power of charisma, and that’s exactly what we do at Morres & Company: we make brands irresistible.”
This article originally appeared in Chapeau Magazine (October 2024).
