Why Brands have to be Extraordinary
And why being common is only for a small crowd
Written by Andre Soff
Brand Director at VBAT
It seems that a lot of brands want to be normal, behave like their customers. In the Dutch market for instance, there are several financial service brands that try their best to be as ordinary as possible, claiming ordinary or showing common people.
In my opinion there is only room for a very few brands that fulfil a need to be common. There are brands that cannot ask a premium price, sell innovative products or have real fans.
Brands have to be extraordinary, add value for their customers, bring something they cannot reach of their own.
I totally agree with WPP collegue Emily Fairhead-Keen of MEC, who won the WPP Grand Prix in the 2014–2015 Atticus Awards for published original thinking. Fairhead-Keen’s winning paper, I Believe the Future of Brands is Superhuman, makes the case for brands with extraordinary powers.
“If brands are to compete against everyone and everything in this Marketing Age, communicating to Marketing Age man in need of impressing, they cannot afford to lower themselves to earth as mortals and fellow humans, but instead must rise high above as supermen, with superhuman powers, delivering extraordinary fiction and performance, exercised with an extraordinary level of control.”
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Written by Andre Soff
Brand Director at VBAT
