• Harvard Business , Thursday, September 4, 2008 10:30 AM

In a globally integrated market, blockbuster brands that address common consumer needs are more important than ever. Consumers around the world are excited to share common experiences. Blockbusters also motivate salespeople and drive distribution for other products in a company's portfolio.

The five defining characteristics of blockbusters are: 1. Sheer size. A blockbuster has a transformational impact on a company and an industry. 2. Speed. Blockbuster brands address pressing consumer needs so well that they often enjoy vertical sales lift-off. Think Viagra. 3. Scarcity. Remember the consumer lines to buy the new iPhone? 4. Sustainability. Ad Age values the seven Harry Potter books, five companion movies and DVD and merchandise sales at $15 billion. 5. Sizzle. Pfizer's Lipitor was not the first cholesterol reducer, but superior marketing against Merck's Zocor made it No. 1.

Read the whole story at Harvard Business »