In Brain Solis’s new book, What’s the Future, he quotes “We live in a time where brands are people and people are brands.” So, if this is the case then which people do you believe would best exemplify the successful characteristics of a brand?
Here are my choices:
Nelson Mandela. He has many great qualities but the one that stands out for me is his unwavering commitment to a single cause. A vision that was so compelling and so important that nothing would distract him. Brands also need to take the long road and to have a purpose greater than just commercial achievement.
Andy Ripley. This is very much a personal choice as very few people reading this blog will know him but there was no one more authentic than Andy. An English rugby player, a character larger than life who wore his heart on his sleeve, always approached everything with passion and gave it his all. Brands need to follow in the footsteps of this colorful character and be honest and authentic at all times.
Steven Spielberg. If every brand were a reflection of people stories then Steven would have to be on this list as one of the greatest storytellers of all time. He has that uncanny knack of being able to help an audience experience the feelings, thoughts and attitudes of other people and to build emotional bonds and connections. He has that remarkable ability to create empathy.
Diana, Princess of Wales. A brand needs to be able to engage and there is no one who could do this like the Princess of Wales could. Everyone was important, nothing was too much trouble and everyone who met her went away with a smile on their face and a spring in their step. Every engagement lifted the soul.
Susan Boyle. Every brand needs that wow factor, that ability to do the unexpected. Brands are all about the experience, not what you say or what the potential promise is, they are all about the delivery. I have a dream, we should all dream shouldn’t we? Has anyone ever done this better?
Robert Downey Jr. Well, there is only one word: swagger. Everyone wants it, that confidence, that joy for life and the ability to never take anything too seriously. Successful brands are always those that find the “cool” factor.
This is my list; who would you choose?