Two things came to my attention recently.
First, David van de Velde, founder of Ketel One and Van Gogh was kind enough to post a comment on the “What makes a brand successful” piece below.
Second, the trade magazines have selected the ‘hot brands’ and ‘growth brands’ of the year.
Got me thinking…
The very successful brands since the 1980’s came from entrepreneurs – Grey Goose, Ketel One, Patron, Skyy and so on. When those brands were getting started it wasn’t about bureaucracy, process or systems it was about hard work, tenacity, ingenuity and persistence. No gates, no silos…just determination to win.
Take a look at the current roster of hot and/or growth brands. Nearly all of the 14 brands identified by Beverage Dynamics as “Fast Track,” were created by an entrepreneur or a company not among the top 10 suppliers.
I guess the slogan should be “Build it and They Will Buy.”