Brand strategy is nothing more than the truth. Like great strategy, the truth is simple. That doesn’t mean it is easy.
What makes the truth difficult is the uncomfortable debate, the idiosyncratic exception or the inherent contradiction. And therein lies the opportunity.
Rick Ridgeway, VP of Environmental Affairs at Patagonia, recently penned an essay, “The Elephant in the Room.” Ridgeway acknowledges that while Patagonia has enjoyed growth, continued growth is ecologically unsustainable. He admits Patagonia’s “uneasy relationship with growth,” and continues a dialogue began on Black Friday of 2011 with Patagonia’s “Don’t Buy This Jacket” ad in the New York Times, something I blogged about in 2011.
Likewise, there is discussion at Riggs Partners regarding our own growth and profit relative to our emphasis on pro bono, love of nonprofit work and embrace of the cause du jour. Let the “what abouts” continue, as business is nothing but the commerce of constant course correction.
Business complexities shouldn’t cause confusion; they should prompt candor and clarity through conversation.