“Tragedy” of the “Common”

This one is for the “too long, didn’t read crowd”

There is nothing wrong with common brands, right?
Each offers a solid, workday response to one need or another.

But what if you want to build an iconic brand?
What’s one major thing that separates the “common” from the iconic?
My 2¢: Attitude.
An attractive attitude has muscle—it seizes people.
Case in point: Jimmy Choo versus Payless Shoes.

Where there’s an attractive attitude there’s an emotional connection, there’s interest, passion…
I could go on, but this one was for the “too long, didn’t read crowd”.