Brand Debate

An Ideal Brand

Every so often I get the urge to ‘go-see-a-show’. Mainly because it’s an excuse to have a night out with my big bro.

The most recent outing was to see Oscar Wilde’s ‘An Ideal Husband’ at the Vaudeville. You must see it – Samantha Bond does a great turn as the villain Mrs Laura Cheveley, and Elliot Cowan is excellent as Lord Arthur Goring – the dandy in the piece.

An Ideal Husband is a comedy that rings true. Wilde shows us there is no such thing as ‘an ideal husband’- someone who makes no mistakes; is flawless. He tells us that everyone makes mistakes no matter who they are – moreover, it’s how people make  mistakes that shows you who they are. And he helps us understand that on matters of love you should love people for who they are and not how they present themselves.

From the perspective of thinking about brands, this is very interesting.

There is no such thing as an ideal brand. Like the people in Wilde’s play, brands make mistakes, but don’t let this hold back your brand’s unique personality. Mistakes need to have perspective and be dealt with. Simply focus on the process of making an emotional connection with your audience and the right people will fall for your brand, for the long-term.

Which brings me to David Nash (the sculptor – yes, I have been watching Art-on-the-TV again, my pretension is reaching dandying proportions). His labour is creating a consistent process and specifically not controlling the end result – in fact there is rarely a finite ‘end result’ for Nash. His focus is about how the artist can work with the natural environment and natural materials to say something that is distinctly unique – tautologies aside, a collaboration of sorts happens.

Focus on the process of brand building and as the world changes your brand will naturally evolve with it – because the world will collaborate with you.


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