Monday, July 1, 2013

Successful Brands

What makes a brand successful? 

Many factors may account from this, including brand loyalty, annual sales, sustained sales, repeat sales, positive brand associations, tribes (promoting their cause on social media), and brand extension. Merchandising is an extension and expansion of positive brand reputation. Wearing attire with the brand/logo is a testament to brand loyalty and strength.

In some cases, emerging brands earn cult status, and can be painted not only on merchandise but also on one's person. Tattoos are a permanent statement of brand faith and appreciation. How logos are tattooed on one's body as a badge of honour, or as bragging rights? There are, interestingly, only a few. Harley-Davidson and M-Dot (Ironman) are two that can be seen on the skins of adventurous athletes.

The M-Dot logo has been imprinted on the skins of many finishers of the Ironman World Championships in Hawaii. I have seen mini-versions as well as scaled-up versions in blood-red ink. Some unique ones include a circumference of flags to commemorate countries where the finisher has completed the 226km triathlon. Such is the strength and cult status of a fairly young brand (born in 1978), where finishing such a challenge is life-altering and mindset-shifting. The M-Dot events attracts up to 2,000 participants per race, and the lottery for 200 slots (for non-prodium qualifiers) is a yearly subscription.

Do you know of established brands that end up on a large body of followers' bodies?

1 comment:

luky begum said...

Thanks a bunch for sharing this with all people you actually recognize what you are talking about! Bookmarked. Kindly also discuss with my website.
Survival swim lessons