Billion Dollar Brand
More often than not a farfetched, exaggerated aim is a sign that a previous realistic aim hasn’t been met. It’s easier to hide failure behind some unattainable target than come to terms with and correct flaws that saw a more modest one missed. My favorite current example in Sport is Eddie Jones. After he lost the Rugby World Cup final because he stubbornly refused to travel with an alternative, creative option in the sport’s key creative position, his denial came in the form of a new goal, to be the best team the game has ever known. His ridiculous aim and boring brand of rugby landed him a new contract, and ensured a continuation of honest endeavour and failure to scale the highest peaks.
As in sport, that crucible of life, so in business. The chances of Opal Oceans becoming a billion dollar brand on the back of failure to nail a simple million dollar property play in the same emerging market location would seem remote. And nowhere in Opal Oceans startup blurb will you find such a preposterous claim. Technically it’s possible, there are examples of cosmetic FMCG’s developing into such big corporate beasts, but more than likely this brand will be a slow roll to a million dollar turnover. But a blog called Billion Dollar Brand has a much better alliterative ring to it than Million Dollar Brand, and the adventures behind the failure to nail a simple property gearing in Istanbul proved that the story of the effort might end up being worth more than any brand created. Turkish culture does a special kind of crazy, so Opal Oceans with an added brand value diary of events with a mercurial creator like me at the helm has just as much chance of becoming a Billion Dollar Brand as England Rugby with Farrell at fly half has of becoming the Greatest Team Ever.