PERSISTENCE

There is a recipe to success and it’s called persistence. However you must take calculated risks, don’t risk everything because you will actually loose everything. Everybody craves success, money or fame, but what they don’t understand is the struggle. The struggle is an ingredient to success, as success is not a straight road, there are many bumps, many holes and hurdles you must overcome.

One must first plant a seed with an idea, then harvest and water that idea until suddenly it slowly blossoms. And when it grows, it grows into a delicious product, whereby your customers can indulge, allowing you to relax and applaud your success. But to get to this stage, persistence must be your appetite. Plants wont grow unless you water them.

Persistence is truly the fuel to success, so don’t give up! You must be the action to pollinate dreams, bee, see what I did there. To conclude, dreams are just dreams without action. 

STORIES

An irresistible brand contains a variety of ingredients, the main being its story. Some stories are timeless, others are nostalgic, whilst few are exceptional. In the very first page I wrote the following, “we believe that each brand has a story, if it doesn’t then this is a marketing crime,” so yes, I am very serious! One could say, a brands story is the melody to growth – a bold reminder of the past, influencing the present and its hope of the future.

We all know that without words there is no story, however without creativity there is no interest. Stories must also be simple to understand, so that they can be remembered and retold. In relation to branding, the message must be fundamental to the brands roots, defining its purpose and appeal to the masses. The challenge as a marketer arises when there is no story, much is the case with clients that have start ups. This is when creativity is tested, but there is always a seed to be found if you truly question the dots, then connect them to create a picture – mindfully.

To conclude, the human mind loves stories – from books, films, music, or real life experiences, everything has a story. Ever since we were old enough, stories have had an impact on us because we all have our own. That is the special thing and this also true with branding.

SUCCESS

For a chef to create he/she must taste. As simple as it sounds, it is rather true. However that is just one of the 5 senses. To be potent, you must allow the customer to fully indulge each senses. Only a polished brand has this ability, and believe me it can take years and tears, unless of course you already know the secret. The equation you see below is the alchemy to a successful brand, it will create ripples of positivity, and keep everyone happy – from staff to shareholders. I should really write a book on this, but being one that likes to share knowledge – here it is. 

Last night I had a conversation with someone close to my heart and perhaps my biggest critic. I was adamant that my point of taste being the road to success is correct, yet his view complemented mine with another sense … feel. Take for example the hospitality industry, in specific fancy restaurants – they truly first and foremost rely on feel. These are not my words, rather they are his – who has (may I add) been in hospitality for over 15 years, “feel is so important, when you are living in a city such as London, you are faced with daily challenges, you are not on holiday mode and it all begins with feel. From the cutlery to the glasses, quality of the napkin, all the way to the feel of the table/chairs.” 

Feel must be conditioned in the brand DNA, feel leads the path to taste, without feel we will not enjoy the taste. In short, feel fuels taste … irresistible taste that is. Now you can poach my thought or you can ignore it, but if you truly understand branding, you should keep this in mind: Success = Feel + Taste