Vice President for Brand & Communication

Oskar

There are no such things as superbrands!

Yes, you read that correctly, I said: “There are no such things as superbrands!” What exactly does this term mean to people anyway? Some believe that becoming a superbrand is as simple as attracting as many customers as possible.

But I disagree. I think it’s about something completely different.

Let’s be honest: the firms whose brands are represented in this book have simply been lucky enough to hire the right people. (Otherwise they wouldn’t be in here). Obviously, they’ve also had substantial resources at their disposal. Brands are not Supermen. People invented brands in order to differentiate between various products and services, and this basic function still holds. Our Czech grandmothers used to say, “There is no man beloved by all,” and this applies to brands too. Or to use another analogy,

it’s not true that those who try to please everybody all the time are the most successful. It may work for a while, but you can’t build your entire life upon it. Neither can a good brand!

That’s why I have a huge appreciation for those who build brands using originality and genuine innovativeness. Let brands speak to the people they are aimed at and not fight amongst each other for marketing statistics. Brands = emotion.

Labeling brands is as difficult as imposing a hierarchy on emotions. Let’s give up building Brand Halls of Fame. Let’s praise human creativity and its ability to make a product, service and company name a cult.