All brands are launched to succeed. It starts with an idea and then a team of resourceful people get together to bring the idea to execution.
The ingredients of innovation, customer fulfillment, competitive intensity and investment are studied and put in varied degrees to prepare a live brand that starts to have its own intrinsic value.
Usually the business grows at an average pace as per industry standard; however, sometimes we hear of certain big-bangs in the commercial world which are called the Unicorns or disruptions. These then become part of the aspirations in industrial or VC world and become the quintessential definition of success.
When even a single such story emerges in the market, the idea of a success starts to change; comparisons of new and existing brands starts happening with this one market success. The management starts to aspire for bigger sales in a shorter span of time and companies/entrepreneurs start investing huge amounts of money searching for other such utopian brands.
And in this search, even though, for other new launches, factors like size of market, consumer preferences, pricing of the product, competition intensity and availability of the product etc. are better and more favorable, it may not achieve even the base case expected sales.
Time and effort is put in to study what is driving the higher sales and how the success formula can be replicated for other offerings. However, a major portion of the increased sales vs. the estimates remains unexplained or is sometimes captured in vague terms. Like in any sphere of life there is a secret ingredient, sometimes called Luck, ‘Hand of God’ or the ‘X’ factor which leads to an unprecedented growth in some cases. Many would vouch for and acknowledge this presence in their success story when they first see the sharp increase but at the same time they try to detail out and document what could constitute the ‘X’ in order to replicate the success in future.
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