Episode 25: What Do Best Brands of the World Have In Common? – Anthony Bourdain, Nike, Apple, Tesla? EPISODE 25 BY Joanne Z. Tan, 10 Plus Brand June 15, 2021

The purpose of developing a brand–a successful brand–is to engage a brand’s target audience to experience, to create memories and affinity with the brand.

A Podcast by Joanne Z. Tan, Founder & CEO of 10 Plus Brand, Inc.

Like Bourdain’s “Parts Unknown”, a successful brand, say Nike, is not just about a pair of sneakers. Nike could have limited its affinity to be only with sneaker-related products, such as deodorant shoe sprays, insoles, shoe strings, … but no, Nike has no interest whatsoever in viewing itself merely for the utility value of a pair of (smelly) sneakers. Nike constantly pushes the world to associate its brand with the indomitable spirits of the world’s best athletes. Nike wants to be a symbol for human aspiration, for justice, for freedom, and for humanity’s passion for achieving a higher level of greatness. Other brands like Apple and Tesla do the same.

A brand is its vision, and the vision makes all the difference between Julia Child and Anthony Bourdain in presenting food and cooking, between branding Nike as sneakers instead of a symbol for human aspiration, between a computing machine rather than a brand for excellence called Apple, and between an electric car vs. humankind’s free orbiting vehicle in outer space.

Here is the Youtube link for the video version of this blog.

To read the transcript of this episode as a blog post (Click Here)

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