[The Superbrands Council]
ANDREA SOUTHCOTT
President, TBWA Vancouver
What makes a Superbrand?
Today, it seems, branding is on everyone’s
mind; law firms are branded, realtors are
branded, politicians are branded. So, what then
does it take to go from brand to Superbrand.
At minimum the branding process needs to
deliver on the essence of what youre selling. A
strong brand also delivers on a character unique
to that brand, with tone, look and message all
helping reinforce the values inherent in what
the brand delivers.
But a Superbrand goes beyond that.
Superbrands connect in a fully dimensionalized
way.They become amarket force that others follow.
They grow and build on the values that
make themdistinctive.A Superbrands consumer
feels so connected, and understands the brand so
well, that they begin to contribute ideas, insights
and communications that demonstrate their coownership.
Superbrands are alive, they grow
and change.
