Superlative Marketing and The Language of Brands
There's nothing quite like watching World Cup soccer on Spanish television. Even if you don't grasp the language, you can tell when a great play is coming together by the rising pitch and volume in the commentators' voices. And when either team scores, well, let's just say words won't really matter--if the volume is turned up, you will know right away when to put down your beer (or run back to your set from the kitchen) and catch the replay.
Hispanic commentators will not only tell you when a team scores, they'll go as far as qualifying the goals: some are GOLES, other awesome shots are GOOOOOOOOOOL GOL GOLES, and the beautiful, memorable plays are GOLAZOS. If you're playing the World Cup, a GOLAZO, a superlative goal, is the kind you want to score.
Romantic languages are rich with superlatives. We are most familiar with Italian women who are not only bellas but bellisimas, or a performer who deserves not merely a standing ovation bravo, but a bravissimo. When you use a superlative form to describe a person or experience, the regular adjective is no longer enough to capture your passion--the depth of your connection with that person or experience.
Every brand has a language of its own, and I'll venture to say a brand is a language unto itself. The minds behind a brand (the marketers) create the building blocks for that language, but it is the market who takes the language, adopts it, and molds it into something of their very own. They assign descriptors and qualifiers to your brand--good, better, best, forgettable, memorable, outstanding. They use words and stories to tell others about the depth of their connection with your brand.
Think of the brands you most admire--companies that are memorable for their quality of products, services, or experience. You think of them first because they have successfully created indelible, superlative impressions in your mind.
Now think of ways to "earn" superlative language for your brand. Seek out your most passionate customers, and create vehicles for them to communicate their passion to others. Give them a way to extend that personal connection to others. You just might score yourself a golazo.