The American Dream may be born in the fact that to create a Killer Brand here does not require the resources of a giant, just the talent of a giant.

Consider.  Delta with giant resources starts a new airline named Song.  Millions later Song is gone.

While during the same years, in the very toughest economic times, in the United States’ most troubled city and state, Detroit, Michigan, a young Korean whose family immigrated here in 1982, drops out of college because of insurmountable student debts to work in his family’s millinery shop and creates a Killer Brand in a long dead category, women’s hats.

Luke Song, who admittedly has an unbelievable array of designs, produced first a local following for his brand, Mr. Song, then because of the compelling differentiation of his both his designs and the workmanship, began to be known among hat wearers everywhere.  Aretha Franklin who has been a Mr Song customer for many years chooses one his creations to wear to sing the National Anthem for the 2009 innauguration, and suddenly Mr. Song is a household word.  At least if you are African American and wear spectacular hats to church, he is.  Mr. Song’s business is up 700% to 800%.

Is it just the Aretha Franklin appearance that did it?  Absolutely not.  That might be what those think who believe that luck is all it takes to succeed.  No, it takes hard work combined with luck.  It is the appearance of a compelling and unique design and the already burgeoning reputation of Luke Song that comes together to create marketing magic, that moment when preparation meets opportunity.