Like Bourdain’s “Parts Unknown”, a successful brand, say Nike, is not just about a pair of sneakers. Nike could have limited its affinity to be only with sneaker-related products, such as deodorant shoe sprays, insoles, shoe strings, … but no, Nike has no interest whatsoever in viewing itself merely for the utility value of a pair of (smelly) sneakers. Nike constantly pushes the world to associate its brand with the indomitable spirits of the world’s best athletes. Nike wants to be a symbol for human aspiration, for justice, for freedom, and for humanity’s passion for achieving a higher level of greatness. Other brands like Apple and Tesla do the same.
The purpose of developing a brand--a successful brand--is to engage a brand’s target audience to experience, to create memories and affinity with the brand.
A brand is its vision, and the vision makes all the difference between Julia Child and Anthony Bourdain in presenting food and cooking, between branding Nike as sneakers instead of a symbol for human aspiration, between a computing machine rather than a brand for excellence called Apple, and between an electric car vs. humankind’s free orbiting vehicle in outer space.
If you want to watch this on video, here is the link: https://youtu.be/fwTNRxoNHjc
If you want to read it as a blog, here is the link: https://10plusbrand.com/2021/06/16/what-the-worlds-best-brands-have-in-common/