BRAND JORDAN: Authenticity and Beyond

by BJ BuenoDec 22, 2010

It is difficult to build an extraordinary brand when the goal is to become the best version of some other brand. Unfortunately, “cloning” brands is often the default strategy for most large corporations.

Those who take the road well traveled want security and are willing to sacrifice true innovation for certainty. But true authenticity is about being true to who you are, even when everyone else wants you to be someone else.

BRAND JORDAN took this idea to heart. No matter what, Jordan stayed the course and followed his own path.

The Air Less Traveled

“There is nothing I have to do for BRAND JORDAN to continue to grow other than to continue being myself.” – Michael Jordan

How many brands are willing to be true to their core values and Brand Lovers, or even to themselves?

Many brands are born out of the passion and authenticity of their founders but never go BEYOND. Fads come and go, but brands are enduring promises that don’t lose their value overnight.

In 1994, Nike sentiment about Jordan was simple: He retired, let’s move on. But the consumer held onto the brand because it was bigger than Jordan playing for the NBA. It was a brand some people LOVED.

Finding Your Brand’s Authenticity

Those products, companies and people who stay true to who they are usually end up being around for a long time. You have to believe in leading and going BEYOND the expectations of your category.

Start by not settling for the solutions that feel like a carbon copy of what’s already been done. Find the ideas that are PURE and HONEST. It’s about making something that at its core is REAL.

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