What comes to mind when you think of Rolex? For me, I immediately thought of “luxury”. Which is odd, isn’t it? It’s just a watch. Something used to tell time. No more luxury than a clock on the wall or the one on my phone. But the same thing happens when I think of Patek Philippe or Jaeger-Le Coutre.
It's because we intuitively realize that brands take on meanings larger than the products they sell. Quality, craftsmanship, exclusivity, luxury… brands grow to represent values that both the company and audience hold to be true.
Odds are we won't be as big or as old as most brands, but that shouldn't mean we stop trying to create smaller or more local versions that captivate people in a similar way.