Brand advice from Jack Spade
Jack Spade’s words of brand wisdom from an old issue of Fast Company finally made their way to me again last week when I found a box of old issues in my garage. Jack’s advice is as relevant today as it was then:
1. The bigger you get, the smaller you should act.
Even if you have 10,000+ employees and offices on all seven continents, never, ever start thinking or acting like a big company. Once you become corporate, you become detached from your customers and there’s no interest in that.
2. Never believe anything you have done is successful.
Challenge yesterday’s assumptions every second, every day. Understand that no matter how good they may make you feel, last year’s successes are in the past. Your job is to build your company’s next successes. No company stays relevant long by resting on its laurels, so don’t.
3. Brand consistency is overrated.
The brand doesn’t have to look the same, but it has to feel the same. An element of newness and surprise is important for any brand.
4. Brands should have some mystery.
Customers should never understand the whole picture of a brand.
5. Your people are your product.
They are the vehicle through which everything happens, and they define what you put out.
These five points probably aren’t the sort of thing being taught in most business schools. On the contrary, if these subjects are even addressed, I’ll bet that in most cases, the exact opposite is still being preached as gospel: Brands have to be consistent. Capitalize on your successes. Brands should be crystal clear. Yadayadayada.
The truth is that there is no cookie-cutter methodology. Look around. How many major brands are crashing and burning even though they play by the rules? (Perhaps BECAUSE they play by the rules?) All you can do is build up your toolbox with old and new ideas, with conventional and unconventional wisdom… and learn how to use the right tools in the right circumstances in the right way. The rest is just about inspiration, vision, and fun.
Act small. Look forward, not back. Know exactly who you are. Make sure to always keep things fresh. Don’t lay all your cards on the table. Care. Focus on human needs.
Not a bad start.
Now take these little bits of advice and see if they apply to your company. Which ones apply? Which ones are you missing the mark with?
This article was written on March 9, 2009 by Olivier Blanchard and can be found here.