Of course, now, the question is what makes a brand sticky. In the case of SpiritHoods, it was convincing Ariana and Vanessa to wear them where people would see them. But in the case of Hush Puppies, it just happened by chance that some hipsters on the south side of Manhattan decided to wear them.
While a notable person wearing or using your product or service will definitely give it a boost, it won't make it sticky. A brand that's sticky is a brand that becomes so embedded within a culture that it becomes part of that culture.
Sports stars and celebrities are great at starting trends and fads, but they don't have the power to make a brand sticky. At least they don't unless what you convince them…show more content… Blockbuster didn't get into the streaming video market soon enough, and Border's didn't see the value of e-readers and ebooks soon enough.
Key 11: Great Branding is about Overcoming Mediocrity
I once read that a certain famous musician always requested a bowl of m&m's without the green ones in his dressing room. Once he got to his dressing room (I think it's Mick Jager, but I'm not sure), he went through the bowl and searched for green m&m's. If he found any of the green shelled candies, he canceled the concert.
Perhaps that seems intense and a little judgemental of that celebrity. But it was his way of making sure the venue he performed at offered nothing less than excellence to him and the audience to which he would perform. The no green M&M's test is a barometer of excellence.
Achieving excellence in anything requires the conscious decision to overcome mediocrity. That means shifting your mindset and shifting the mindsets of every person on your team. It means making sure everyone on your team understands the overall purpose of what you're doing and why you're doing
