[The Superbrands Council]
RICHARD PADULO
Chairman & CEO, Padulo Integrated Inc.
What Makes a Great Brand?
Pervasive awareness, an image of quality, the
ability to drive share of market . . . True. But too
obvious. Let’s go deeper . . .
There’s a flurry of Remember when? e-mails
circulating the Internet, exchanged by Baby
Boomers shocked to realize they’re old enough to
be reminiscing. Remember when Coke cost a
quarter? Remember when Double Bubble was
where you found baseball cards? Remember Tony
the Tiger? To me, that’s what makes a great brand:
it’s a brand you’ll mention when it’s your turn to
write a Remember when e-mail?
Such a brand is no longer external its family.
It’s literally a part of how youre going to remember
your life. A point on your compass. Even if
the product itself isnt perfect, something would
be missing if the brand went away.
That’s the essence of a great brand.
