Superbrands need to be timeless, consistent, inclusive and importantly innovative. Today, brands not only need to stay relevant but also constantly be innovative and as a super brand, successful ones set the category agenda and standards for all.

It also needs to have clear values that evolve out of its products, services and across to its consumers – done consistently over time.

However, and whenever, a consumer looks at you, interacts with you and experiences you – they need to be delighted through your every transaction. As famously quoted by Maya Angelou “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” There is no holy grail beyond putting the customer at the heart of whatever any Superbrand does – again and again.
Maureen Tan