We all adopt strategies to make ourselves attractive and thus, be desirable. Why is this necessary? Because being desirable makes us biologically and commercially open to new possibilities; therefore, becoming an object of desire is a serious matter. The mechanism is simple: to be desirable, we highlight the part of ourselves we consider the best, whether it’s a quality or a skill. The goal? To be recognized, but above all, to be appreciated and desired. And what about brands? People and brands approach the concept of desirability with the same logic, but for brands, becoming an object of desire isn’t optional: if you’re not desirable, then there’s no business.