Such an interesting article! Loved the parallel between physics and branding. I guess my open question (highly dependent by brand) is should we leave some room for just a little “controlled”entropy, and how can we do that so that brands have the space to innovate and transform, while staying true to themselves?
Yes - Love the phrase 'controlled entropy' - strong brands continue to evolve, and ideally get stronger and more relevant over time (i.e., New Balance). I think a session where you list your values, and workshop how to apply those to today's trends/innovations/category dynamics would give room to evolve your brand while also maintaining sharpness.
Think you’ve really hit the nail on the head with the descriptions of branding and why it’s important to have *something* that helps you stand out.
I’m a big believer that quality and doing ‘the right thing’ always wins out for businesses in the long run. Your post is a really good way of articulating some of those thoughts that I’m going to share with my students.
Literally just named this as my number one fear as we grow. This excellent quote from your article is another reason you never want to sell out to private equity: “Don’t let an operations team who is simply doing their job get rid of them.”
Really great approach! This can apply to many markets. I’m thinking of niche brands, such as fragrances or craft beers. As these brands grow, entropy can creep in and pull them toward mainstream codes unless they actively fight to stay true to their roots.
Such an interesting article! Loved the parallel between physics and branding. I guess my open question (highly dependent by brand) is should we leave some room for just a little “controlled”entropy, and how can we do that so that brands have the space to innovate and transform, while staying true to themselves?
Yes - Love the phrase 'controlled entropy' - strong brands continue to evolve, and ideally get stronger and more relevant over time (i.e., New Balance). I think a session where you list your values, and workshop how to apply those to today's trends/innovations/category dynamics would give room to evolve your brand while also maintaining sharpness.
Phenomenal piece as usual!!
Think you’ve really hit the nail on the head with the descriptions of branding and why it’s important to have *something* that helps you stand out.
I’m a big believer that quality and doing ‘the right thing’ always wins out for businesses in the long run. Your post is a really good way of articulating some of those thoughts that I’m going to share with my students.
Love that - doing the right thing seems to be less common these days. But its all the more reason to do it - you stand out way more.
Literally just named this as my number one fear as we grow. This excellent quote from your article is another reason you never want to sell out to private equity: “Don’t let an operations team who is simply doing their job get rid of them.”
Thank you!! Glad you enjoyed 🙌
Really great approach! This can apply to many markets. I’m thinking of niche brands, such as fragrances or craft beers. As these brands grow, entropy can creep in and pull them toward mainstream codes unless they actively fight to stay true to their roots.