Brandspresso

Truly great brands are few and far between. These great brands are in a class by themselves. For starters, these great brands consistently maintain their relevance as markets change through time.  In addition, these standout brands consistently outperform competitors and produce innovations that enhance the usage behaviors of their consumers. 

Great brands have another thing in common. These highly admired brands were the brainchild of an individual, who in their own right, are/were a strong personal brand among their peers. These individuals didn’t set out to create a brand, in the context of a modern marketing strategy. They had bigger, nobler ideas in mind. These overachievers had a vision and an unflinching confidence aimed at changing the way the world worked or the way people lived their daily lives. The special qualities of these outstanding individuals are the souls of the great brands. These phenomenal people are the brands inside the brands that so many admire. These are brand achievers.

Unfortunately brand achievers, like many, phenomenally gifted people are hard to dissect, much less model (of course that’s why they’re phenomenal!). The curiosity surrounding these people has motivated many writers to understand the source of genius that powers these special people.  Recently, two popular business authors have each published books that have added to the body of contemporary literature on the topic. Geoff Colvin, a well-respected business journalist, presents his ideas in his recent book Talent is Overrated. Malcolm Gladwell has presented his ideas in his new book Outliers. 

I think Colvin and especially Gladwell’s point of view is limited, at best. David Brooks, New York Times columnist, is a smart guy and a practical intellectual.  In a recent column David provides a perspective on highly successful people that hits the target and can offer insights about the types of qualities that are at the base of many brand achievers. 

Reading business history is a more direct route to gaining some insights into the brand achievers that created the great brands we know today. If one stays attune to history you will find valuable tidbits here and there. As an example, this recently published article by Michael Schrage provides insights into how some brand achievers changed the game by changing the way product performance is defined. Michael’s perspective is an interesting angle and another tidbit to understand the mind of the brand achiever.  Nancy Koehn’s book Brand New Delivery, a well-written expose on the brands inside (brand achievers) six of the most successful enduring brands in recent history. It’s worth the read. 

Not everyone can be a brand achiever, but learning about the brand achiever behind the brand you manage can provide valuable insights.  The ethos of the brand achiever that created the brand you manage is the soul of that brand.  The more you understand that ethos, the more you will have a profound, organic understanding of the brand.  That intimate understanding will enable you to better manage and extend that brand.  A more profound understanding of the ethos of that brand will enable you to be a better steward of the brand and extend its legacy of greatness.

How well do you know the ethos of the brand you manage??