Make Brand Waves This Summer!
A recent Sperry Top-Sider ad caught my attention with this bite-sized story:
A Man - A Boat - A Dog
A True Story
The seas were rough. A man was tossed about trying to steady his sails and struggled to find sure footing. Paul Sperry almost lost his life that day. He was a lifelong sailor and inventor, driven to perfect a non-slip boat shoe. One day after watching his dog dart effortlessly across the ice, he carved grooves—like those on his dog's paws—into the bottom of a rubber sole. In that moment of inspiration, the legend of Paul Sperry was born.
In five sentences, the brand story of Sperry Top-Sider was succinctly and engagingly told. I believe it also unpacks two important lessons for all brand-builders:
1. What is your brand driven to perfect? A former Sperry Top-Sider ad was headlined with the words: MAKE WAVES. This innovative, problem-solving mindset is part of Sperry's brand DNA and drives all they do. Their "passion for the sea" infuses their brand with a desire to make life better for those who love being near the ocean. Does your brand provide buzz-worthy, practical and useful solutions for your customers?
2. Where do your brand ambassadors—those creating problem-solving products and services—get their inspiration? How much time is dedicated to "moodling" and looking up and outside your industry for creative solutions? A similar story to Paul Sperry's can be told about Martin Keen, founder of the KEEN sandals. After he perfected the design of a practical hybrid sandal and grew KEEN into a significant brand in the outdoor sporting world, he found inspiration for his second company in his barn. A rusted metal stool with a tractor seat became the impetus for his ergonomically designed Locus Seat, marketed as the "the perfect balance between sitting and standing." Rarely is brand inspiration found in a cubicle.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at firstname.lastname@example.org.