WHO NEEDS A HUMBLE BRAND?

"The King of Pop" Michael Jackson

"We're Number Two. We Try Harder." Avis

"It's the real thing" Coca-Cola

"The Greatest Show on Earth" Barnum and Bailey Circus

"The World's Favourite Airline" British Airways

"The ultimate driving machine" BMW

"The best a man can get" Gillette

The above examples are some of the most popular brands in the world both personal and otherwise. It is not difficult to notice the common thread that runs through all of them; none is ‘humble’. A humble brand is one which believes that it is equal to others and does not possess any distinguishing quality which will compel its target market to choose it above others competing for their attention. The problem is, ‘humble’ brands do not last! And if they do, they are usually practically on life support.

The thinking of the average person is to get the very best service or product. We must assume that most people are not clairvoyant and given this fact, they must have things spelt out for them. Recall the popular saying; if you don’t say I am, no one will say thou art? In other words, you must blow your own trumpet. It must also be acknowledged that some brands hardly advertise and depend on word of mouth but then in order to generate that word of mouth, they must provide experiences as well as various innuendos to the fact that they are the best.

The deluge of media adverts which assail people every minute gives them little time to digest and make decisions. A brand owes itself the duty to stake its claim by proclaiming its unique qualities or superiority. Can you imagine Michael Jackson being just another pop musician? Doesn’t get anyone’s groove on. Or Coca-Cola being just another cola drink. Not tempting. Consider a BMW which is not different from other four wheels on the road. Definitely dis-motivational!

The other common denominator amongst the above listed brands is that they have a tradition. Michael Jackson has been at it since he was a little kid; Coca-Cola seems to have been around forever while most guys grew up with Gillette. It is imperative to develop a unique quality and draw attention to it. There’s no point being humble and losing out on making a favourable impression with prospects/clients/customers. Just remember that they want to deal with the best. However, don’t just say you’re the best, prove it!

Put some magic in your brand!

                         ......Olatunji Ladi Adejumo