Where Are Super-brands Born?

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By: Emory Brown

So what’s a super-brand? Is it some product, service or person developed in a top secret lab by through an alliance of the world's top scientists? Is it a person born with superhuman powers that gives him or her abilities to give life to ideas that harness wealth at will? Let us think about it for a second... ok that’s enough here’s a short list:

-       Oprah is a super-brand
-       Sean Puffy Combs is a super-brand
-       Apple is a super-brand
-       Wal-Mart is a super-brand

And the list goes on and on and on! So how did they become such behemoths in the world of business? Oprah Winfrey, Steve Jobs, Sam Walton and Sean Combs are ordinary people who went to school, pursued a career and somehow landed on top of the world one day with millions of people buying their products and services and praising their names.

Unfortunately, there’s no secret to becoming a super-band. In Steve Jobs case he created computer technology that changed the computer, phone and music industries. Oprah started a talk show that showcased the power of a spokesperson as she drove marketing sales for many corporations by simply mentioning to her fan base that she liked something and people went a bought it in droves because she was a trusted source. Sam Walton had the simple dream of building a store in which under privileged people could buy the same things as rich people... now Wal-Mart’s is a global player in retail . Sean Combs was a hip-hop kid that had the vision of making it big in the music business by managing and developing some cool artists and now he’s one of Hip-Hip’s Kings.

Think about it… sometimes it’s just luck. Justin Bieber was a cute kid singing on You Tube when he got discovered and today he’s a multi-million dollar brand. Facebook was a student project that turned into a multi-billion dollar IPO. Who would have figured? No one ever really knows. Do you think James Earl Jones knew he was going to be the voice of Dark Vader or Mustafa of the Lion King, which both went on to become million dollar mega hits? No! He couldn’t have!

Therefore, I believe that super-brands are made by super-people with super-marketers. That’s the only logical combination. Visionaries plus talent plus effective marketing can yield results. This is what prepares a brand to be in the right place at the right time for a super opportunity when it comes. That’s how one becomes a super-brand and you don’t even have to be born on Krypton. As English writer and clergyman Charles Kinglsley once said “The men I have seen succeed have always been cheerful and hopeful, who went about their business with a smile on their faces, and took, all the changes and chances to this mortal life like a man.” If you’re super… your brand will be super. And if you’re willing to face the challenges and chances in the marketplace you may become a super-brand.

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About the Author

Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.

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