[The Superbrands Council]
DAVID LEONARD
President, DDB Canada
Marketing Communications professionals get so
caught up in the world of eloquent lingo and
sophisticated banter about brands that I sometimeswonder
ifwe’ve lost sight of our role in this
business.Are we not aboutmaking things simple
for people—helping to connect a promise with
a need or desire? Is it not that simple?
My take on this topic is that it all comes
down to the most precious of relationships,
between family, friends, and pets.Yes, it’s the L
word. Love. Irrational, unexplainable, overwhelming—
so powerful that it drives us to do
the craziest things.
A special relationship endures, evolves, and
becomes more precious with every passing day.
Like special people in our lives, a Superbrand
takes on a powerful, emotional, often irrational
role in our world.
The degree of commitment, involvement,
passion and respect that is built is beyond
explanation. It’s the magical love affair going
on between people and the things they love.
They can’t imagine their lives without their
favorite brand of java, jeans, beer, airline even
shampoo and deodorant!
