Having a vision/mission as an anchor would even protect against random rebrandings.
Best example: Intimissimi Uomo, where 20% of the Italian population buys underwear, now they are rebranding as “Iuman”: why!?
The result: I almost missed the shop, because I didn’t recognize it!
I mean, you sell underwear… the whole experience (ah-ah) I’m seeking is for them to be soft where it matters, why do you really need a re-branding in the first place…
Brilliant post! Trend chasing is never a winning strategy. But being crystal clear on your mission and values are. Communication builds trust only when messages are consistent. Mission and values are the anchors that ensure you don't drift.
Fantastic insights and great writing. Love the partnership you both bring. Keep it up!
Thanks Jason. There’s more to come!
Thanks for the feedback! We are planning a smashing encore 🤩
Spot on!
Having a vision/mission as an anchor would even protect against random rebrandings.
Best example: Intimissimi Uomo, where 20% of the Italian population buys underwear, now they are rebranding as “Iuman”: why!?
The result: I almost missed the shop, because I didn’t recognize it!
I mean, you sell underwear… the whole experience (ah-ah) I’m seeking is for them to be soft where it matters, why do you really need a re-branding in the first place…
I usually visit Intimissimi when visiting my family in Italy - not this year as I’ll surely forget about this 😂
Brilliant post! Trend chasing is never a winning strategy. But being crystal clear on your mission and values are. Communication builds trust only when messages are consistent. Mission and values are the anchors that ensure you don't drift.
Thanks for the feedback! :)