[The Superbrands Council]
GARRY LEE
President, Cundari Integrated Advertising
I’m staying away from terms like differentiation,
relevancy, equity, etc. To be honest, I’m
tired of them and I think there is a bigger explanation
for what constitutes a Superbrand.
Exceptional brands have two main functions
in life: to make consumers decisions simpler
and more gratifying. In exchange for this
welcomed act, consumers reward them first
through purchase, then through loyalty and
lastly through their willingness to pay a premium.
This consumer attitude doesnt just happen
however. Great brands must stay true to
themselves and never lose sight of what they
stand for in their category. And if they hope to
endure, great brands must never be satisfied
with the state of their customer relationships.
In the end, Superbrands are like human
beings. They learn, grow, make mistakes, and
rebound. Naturally, one thing is a given they
always take the lead.
