Open Post: ATTRACTIVE and RELEVANT

I’ve just started this post with one goal in mind: discuss and comment on how important these two factors are to the success of a brand (and its strategies to generate growth).

The two concepts I’m talking about are: ATTRACTIVENESS and RELEVANCY

To be clear on what we’re talking about, let’s bring some theory to the post:
(1) Attractive: pleasing to the eye or mind especially through beauty or charm; “a remarkably attractive young man”; “an attractive personality”; “attractive clothes”; “a book with attractive illustrations”

(2) Relevant: Having a bearing on or connection with the matter at hand.

So basically we can think of these two factors as two main dimensions (axis, if we decide to represent them graphically) in which we can measure to a certain degree the success of a brand; we can think of the attractive dimension as something that shocks the eye or the mind, it paralyzes you, stops your breath, catches your attention; on the other hand, practically we can think of something relevant as being “in context” with what is being lived or discussed at the moment. Therefore both of them very important in building a product, company, business, marketing strategy, ad campaign, and definitely a brand.

Do you think one of these two dimensions is stronger than the other? Do you think one is more important than the next? Should one be dominant when creating or deciding upon branding matters?

I will be posting further in this specific topic and how it plays a vital role in the success of a brands’ strategies.
Definitions by: (1) wordnet.princeton.edu/perl/webwn, (2) http://education.yahoo.com/reference/dictionary/entry/relevant