Let’s face it, people don’t so much buy a product anymore as they do a brand. It’s the idea behind most marketing campaigns. With that in mind, here are some of the sexiest brands in America, as well as what makes them so irresistible.  

1. Apple. Apple is the sexiest brand alive today, according to Fortune magazine. It all starts with the logo — simple, iconic, yet futuristic. That philosophy trickles down to Apple stores, all of which have an edgy design and features. Some examples: The service desk is called a “Genius Bar.” In-store shoppers can log on and surf the net, and test drive display models. Commercials feature music from U2, Regina Spektor and the White Stripes (among others). Then of course there’s Steve Jobs, a crossover CEO that is equal parts tech nerd and rock star. It all adds up to a well-orchestrated approach that’s as edgy as it is bankable.
2. Netflix. Movies delivered right to your doorstep. It’s a simple concept, no? So why hasn’t anyone been able to duplicate Netflix’ success? Maybe it’s because Netflix is so in tune with its audience. The company uses e-mail to communicate so members don’t have to lift a finger to find out where their movies are, when the movies were shipped and when they should expect to see the films arrive in their mailbox. Netflix has an interactive website that suggests new movies based on past selections and member rankings. It allows members to suggest movies for one another, and it resolves customer service issues with the click of a mouse so members never have to make a phone call, wait on hold or type a long e-mail to have a question answered. Plus, Netflix is much more affordable than most retail rental chains at a time when people need that most. As an added bonus, there’s an entire library of movies members can watch instantly online … for free.
3. Google. People that want to understand what makes Google so sexy don’t need to look any further than Googleplex — the company’s Mountain View, California headquarters. Googleplex has designer cafeterias where employees eat for free, a commuter bus system, swimming pools, volleyball courts, massage parlors and gaming rooms. And that’s just the tip of the iceberg. Google believes all work and no play makes for a dull employee — and a dull world. Their innovative approach to corporate culture is what keeps them on the cutting edge — attracting the best and brightest young minds to help build their empire. What started as a popular search engine has now extended its reach to just about every facet of the online universe, and somehow you get the sense that this is only the beginning.
4. Amazon. Those who think Amazon is just an e-retailer (an e-tailer?) are missing the point. The company may have started out that way, but now it’s evolved into an online network, where users are cross-selling products to one another based on suggestions and previous purchases. Amazon revolutionized the online customer review by deciding that allowing consumers to post negative reviews wasn’t only helpful, it was good for business. Online shopping is more popular than ever, and users know when they shop on Amazon, they’re going to get as many options as possible — top of the line, bargain basement, new, used, recycled … you name it. If it’s out there, Amazon can help you find it.
5. Starbucks. Starbucks revolutionized the way Americans do coffee. In fact, the company changed the entire coffee experience. Rather than grabbing a cup to go, Starbucks made coffee shops a social hub, where consumers created their own experience, whether that meant dating, reading a book, meeting with friends or business partners, playing a game of chess, or listening to music. Gourmet coffee is the new bottled water, and Starbucks is winning hearts, minds and dollars because it’s giving customers more than a cup of Joe — it’s giving them a night out, or a date, or a comfy place to study or work. Starbucks is whatever you want it to be, which is why it appeals to such a wide demographic.

What other companies would you add to the “sexy” list? Share your suggestions in the Comments Box below.

Source: “The World’s 50 Most Admired Companies,” Fortune.

Tags: Amazon, Apple, brands, Customer service, Genius Bar, Google, Googleplex, marketing campaigns, Netflix, Starbucks