[The Superbrands Council]
BOB KINCAIDE
Managing Director, Hazelton Group
A brand is a promise to consumers of ameaningful,
unique experience. Easy to say, tough to do.
Superbrands go beyond the immediate tangible
experience (e.g. comfortable run with Nike
shoes) and deliver a biggerexperience (e.g. feeling
of accomplishment with a successful run).
The benefits of a Superbrand are both rational
and emotional they touch the heart as well as the
mind in an integrated way.
Superbrands walk the talk—and for them,
advertising only adds value to a benefit that
people already want to include in their lives
peoples lives. A Superbrand has a life of its
own. Consumers recognize it immediately as a
meaningful, differentiated and compelling answer
to their needs. The Superbrand is a simple but
demanding concept as witnessed by how few
Superbrands exist today. However, creating a
Superbrand is a worthy goal as it delivers sustainable
competitive advantage with superior
financial rewards.
