You see it from across the room. It catches your eye in a retail setting, standing out from the rest. Labels have this power over us. They are magnetic. We're drawn in and unable to look away.
There's much to be learned about brand from those who have mastered the force of the label. Here's branding defined by four of our all-time favorites.
The Quote: If you don't control the perception of your brand when you walk into a room, or you meet somebody, or you fall in love, you leave it up to them to interpret what they think your brand is. And once people interpret what they think your brand is, they project their own faults, flaws, hopes and dreams on you.
Who Said It: Daymond John
Who Are They: It's FUBU y'all! Daymond John founded the iconic lifestyle brand, now valued at $6 billion, while working full-time at Red Lobster. He's recognized as a leading voice in brand.
Our Perspective: And this
The Quote: My brands are an extension of me. They're close to me. It's not like running GM, where there's no emotional attachment
Who Said It: Jay-Z
Who Are They: The 88th greatest artist of all time as ranked by Rolling Stone. He also happens to have sold more than 100 million albums, launched multiple businesses, become a professional sports agent and married Beyoncé.
Our Perspective: When done correctly, branding will feel like an invitation to be a part of the entourage. It’s a chance for customers to get closer to their favorite icons. Don’t discount the role of emotion, even for corporations as large as GM.
The Quote: It's a habit of mine now, noticing labels, logos, shoes. There's only one Michael Jordan.
Who Said It: Michael Jordan
Who Are They: Hands down the greatest basketball player of all-time. His lifetime partnership with Nike is so lucrative that he still makes $100 million a year in endorsements. Also, everyone wants to be like him.
Our Perspective: Brands can have a strong influence on our behavior. How many times have we made a purchase based on a label, a commercial, or packaging? Labels have the power to differentiate between otherwise identical products. The label, rather than the product, becomes a must-have.
The Jumpman is one of those iconic labels.
The Quote: In designing a lifestyle brand, you have to know more than just designing clothes.
Who Said It: Tommy Hilfiger
Who Are They: Famous for his CBS reality show, "The Cut." His fashion began to catch fire when hip-hop icons like Snoop Dogg, Puffy and Coolio started sporting the label.
Our Perspective: It’s not enough to just create quality products or services. People want to buy into something greater than a pair of shoes or a bag. They want their purchases to fulfill something aspirational. Ultimately, they want something that propels them into the lifestyle they’ve always wanted.
Continue reading - Branding Definitions #5-8: The A-Listers
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