[The Superbrands Council]
ROB GUENETTE
President, Taxi Toronto
What Makes a Great Brand?
A great brand has soul. It evokes a feeling
and creates value.
To evoke feelings, great brands must stand
for something, be salient and be reasonably
consistent over a long period of time. Durability
will be the outcome of a personality that invites
trust, respect and loyalty.
Brands that achieve greatness build on a
powerful emotional connection while delivering
value for both their consumers and their
stakeholders everyone’s happy when brand
equity is high. The notion of equity has come to
connote money value, but its roots are in the
meaning of just or fair. Herein lies the most
powerful interpretation of brand equity; this
notion of perceived value.
The greatest brands have been tested and
retested proving their resilience. They have
become part of our culture in a very special
way, weaved into the fabric of everyday life.
