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LESSON FROM A SHARK, ON BRAND BUILDING

Posted on August 27 2019

AS THE OLD SAYING GOES...OUT OF SIGHT, OUT OF MIND.

 

THIS IS ONE OF THE MOST IMPORTANT LESSONS I'VE LEARNED FROM STUDYING DAYMOND JOHN, FOUNDER OF FUBU CLOTHING COMPANY.

 

IF YOUR BRAND'S MARKETING STRATEGY IS NOT CONSISTENTLY SEEN BY YOUR AUDIENCE, LET'S FACE IT, YOU'LL SOON BE FORGOTTEN ABOUT.  ANY BRAND RECOGNITION AND MOMENTUM YOU MAY CURRENTLY HAVE, DIMINISHES EXPONENTIALLY, IF YOU AREN'T CONSISTENT IN PUTTING OUT WORK.  THIS IS JUST A FACT.

 

 

CIGARS ARE A COMMODITY.  THERE ARE A PLETHORA OF REALLY GREAT CIGAR BRANDS ON THE MARKET TODAY.  CONSUMERS WILL SPEND ON THOSE THEY ARE LOYAL TO, WANT TO TRY OUT OR THAT THEY SEE, FREQUENTLY.

 

DAYMOND JOHN TELLS A STORY ABOUT HOW HE APPROACHED THIS PROBLEM OF CREATING BRAND RECOGNITION AND MOMENTUM, FOR FUBU.  INSTEAD OF ME PARAPHRASING, I'LL USE A DIRECT QUOTE FROM ONE OF HIS PAST INTERVIEWS.

 

"BUT THREE YEARS, I'M WITH FUBU AND I HAD 10 T-SHIRTS.  FOR THREE YEARS, I HAD 10 T-SHIRTS.  THAT'S IT.  NOT 10 STYLES, 10 T-SHIRTS.  AND I WENT TO EVERY SINGLE VIDEO SET I COULD AND I SAT THERE ON THAT VIDEO SET, AND I WOULD PUT IT ON A RAPPER, AND HE WOULD DO THE VIDEO, AND I'D TAKE IT BACK."

 

AS SWAY SAYS, "LET THAT BREATHE FOR A MOMENT".

 

 

 

 

FOR ME, THIS WAS A REMINDER OF WHAT MY PARENTS USED TO SAY, " IN LIFE, YOU HAVE TO USE WHAT YOU HAVE."

 

OVER THE PAST FEW YEARS, MY APPLICATION OF THIS PRINCIPLE IS THE ADVERTISING YOU SEE ON THIS SITE AND ACROSS ALL MY SOCIAL MEDIA PLATFORMS.  SIMPLY STATED, I WAS NOT GOING TO ALLOW A LACK OF ANYTHING TO PREVENT ME FROM CREATING DOPE BOW TIE CIGAR ADS.  THIS APPROACH HAS ALLOWED ME TO CONTINUE BUILDING THE BRAND RECOGNITION AND MOMENTUM, I STARTED OVER 10 YEARS AGO.

 

 

 

LET ME BE THE FIRST TO ADMIT, THIS BRAND BUILDING JOURNEY IS THE HARDEST VENTURE I'VE EVER TAKEN ON, ONLY SECOND TO RAISING CHILDREN.  I'M SURE ANY PARENT READING THIS CAN RELATE TO THAT.  HOWEVER, IN SIMILAR FASHION TO THE CONSISTENCY REQUIRED TO RAISE A CHILD, BUILDING A BRAND REQUIRES THE SAME ATTENTION.

 

I STILL HAVE A VERY LONG WAY TO GO, TO ACHIEVE WHAT I SEE SO CLEARLY, IN MY HEAD.

 

 

BUT, USING WHAT YOU HAVE AVAILABLE, SENDING A CONSISTENT MESSAGE AND STAYING IN FRONT OF YOU AUDIENCE'S EYES, ALL ARE PARAMOUNT TO BUILDING YOUR BRAND.  FOR ME, THIS THE STRATEGY I USE CONTINUALLY, IN MY BRAND BUILDING EFFORTS AND IN MAINTAINING BRAND MOMENTUM.

 

PEACE AND NAMASTE.

 

BOWTIE