[The American Brands Council]
Michael Capiraso
Vice President, Executive Creative Director NFL Properties, Incorporated
What makes a great brand? Whether it is a product or a service — whether it enhances, assists, or entertains — fundamentally, a brand must provide a connection. The quality of that connection and how deeply it impacts the consumer is the critical factor that catapults a brand to greatness. When we connect to a great brand, we have a visceral reaction. We feel an intrinsic, emotional link. We want to own it. We want to experience it again and again.
The source of this connection is linked to brand communication. At both the NFL and Calvin Klein, I’ve worked with great brands that have great brand communication. Brand communication is the primary conduit through which consumers perceive the brand and the outlet in which they connect to it. Great experience, great design, great advertising, great product: these are the component pieces that, when combined together cohesively, create the connection and make a great brand.
