How To Build A Great Brand With Very Little Money'.
Feb 19th. London. £300.
There has never been a better time to start a brand. There has never been a cheaper time, either. But when everyone has the same free tools as you, how do you stand out? The answer is simple enough: By learning how to use those tools with greater skill than anyone else. This workshop will give you some key insights into this.
How do you beat Goliath? It won’t be by out-spending them. But it will be by out-thinking them. It will also come from understanding what you are going to change. Understanding your purpose and how to make that mean as much to your customer as it does to you. This workshop will give you some key insights into this, too.
I am not a theorist. I have built brands from nothing with next to nothing just by understanding a few key basic rules. I shares these insights with you on my course: 'How To Build A Brand With Very Little Money.
What Will You Learn?
How to tell your story.
How to give your brand a voice.
How to get people to love your brand.
The importance of 1000 true fans.
The real advantages of being small.
Is your idea going to change anything.
How to put a moat around your idea.
How to identify a niche before others.
The importance of being first.
How to fund it without losing control.
How to build a great team without employing anyone.
Time is limited. And therefore, expensive.
So companies seek to take time out of each process to save money.
That’s why we when we phone companies up we can’t speak to humans anymore.
Instead we have to Press 1 for a suckier service than before.
So we all get it. We understand why they have to do it, but none of us really like it. No one thinks it is better. It’s just more efficient.
When we try to find ‘Love’, we don’t seek efficiency. When we play some music, we don’t sing to get to the end of the song. We don’t go to bed at night and dream about one day finding efficiency.
Humans are complex critters. But also incredibly simple too: Humans like speaking to humans. We just want to speak to someone who cares. Generally speaking, someone with a pulse helps this process along.
And who’d of thought this? Giving a shit can be great for business.
Zappos has built an entire business around caring about the customer. They even spend weeks training people, and then halfway through the training, they offer people money to leave. They want people who care to stay, and people who don’t care to leave.
So if you want to build a great company, make it less efficient.
Hire humans who care about the stuff you care about.
Getting the fit right on a pair of jeans is perhaps the most important
thing a jeans maker can do.
The difference between a great fitting jean and one that is sucky,
can be measured in a matter of millimetres.
That’s why cutting a pair of jeans from the cardboard pattern using a chalk and a single blade-cutting knife is an art. It is where those millimetres can go missing.
And like all arts, it takes time to acquire.
Our cutter, at The Hiut Denim Co, has cut jeans for 38 years now. So in terms of hours, that is close to 80,000 hours.
Malcolm Gladwell wrote that to be considered a Grand Master at chess, you had to do 10,000 hours.
So I don’t know what that makes our cutter in terms of a title then, but I do know what it means for our customer: A great fitting jean.
— The New Complete Walker, Colin Fletcher (Knopf, 1968)
(cheers joby for the tip off)
I took a look around to see which company I could call my jeans brand.
And I couldn’t find one.
So I am going to start a new jeans company in the spring.
I like quality. I like design. I like utility.
I like trying to change business models.
I like working for my customers.
I like working with talented enthusiastic people.
I like it when a company is striving to change things for the better.
I like being David in a world of Goliaths.
But I didn’t want to run around the same track again.
I wanted to do it differently this time.
So how are we going to do that?
Time, as they say, will reveal all.
company’s first piece of work shows its intent.
It shows whether it’s going to make a dink in the universe or not.
When I started at Saatchi and Saatchi in 1987, I found a U-Matic with ‘Desk Lamps’ written on it in a pile of other U-Matics.
(U-Matic was like a big sized VHS tape)
When I first watched it, I just couldn’t take my eyes off of it.
I knew at that moment that this company would go on and change their industry.
Over the next decade I must have watched it hundreds upon hundreds of times, never tiring of it.
The company was an independent animation studio called Pixar that had just started in 1986. And the film was a computer-animated short film that lasted 2 and half minutes including credits.
It was just a small hopping desk lamp.
But it showed what they were capable of doing.
It showed their intent.
It said ‘we are here to make a dink.’
film about building a boat.http://www.sabsonline.com/DisplayIte...temid=00000045
I discovered this shoe company called Quoddy. They still practice the art of making shoes in the traditional way. This is a little bit from their website.
Made in Maine is more than a geographical statement. It’s an embrace of our heritage and an affirmation of our community. The building that houses our shop has contained shoe companies since the 1800’s. Lewiston, Maine, was the handsewn footwear capital of the world, home to many famous brands that over the decades employed thousands of skilled shoemakers. Those brands have left town for the most part, but the shoemakers have not. These talented people craft Quoddy footwear today.
We like to believe our products also reflect the spirit of Maine. It is a vast state, land of big woods and wild ocean. The name Quoddy comes from Passamaquoddy, the native tribe of Downeast Maine, which also lends its name to Passamaquoddy Bay, West Quoddy Head Lighthouse, and many other landmarks of Downeast Maine. The Passamaquoddy are renowned for their artistry and craftsmanship, from birch bark canoes to woven ash baskets. They also made moccasins. Their approach using a full leather wrap around the foot and stitching it all together by hand was the inspiration for the footwear Harry Smith Shorey sat down to make in 1909.
The Wigwam on US Route 1 in Perry, Maine was the store the Shorey family set up to sell moccasins and other products of Maine to tourists who ventured that far up the coast, or more accurately that far “Downeast” as the locals say. It is still there today, at the same location in Perry, alongside the Quoddy offices.