The link between strong values and scale
This month we have seen a series of articles asking why some major beauty conglomerates are struggling to crack the start-up.
As an agency we are lucky enough to work with a range of clients at different stages of their development, supporting as they transition from one to the next. In doing this we get insight into the inner workings of both sides of the story. The extreme differences between the two are represented by their respective strengths. In a nutshell – the most successful start-ups have a strong passion for their cause and major beauty conglomerates hold the keys to reach, scale and efficiency.
It is as honourable to start a business on the basis of good intentions as it is to find a way to put its products in hands of as many people who will enjoy their benefits as possible. What the evidence continues to suggest when it comes to collaboration between brand purpose and scale is that each must value the perspective of the other in order to succeed.
The fact that a group with one of these sets of strengths is not able to easily imitate the other is a lovely reminder that multiple perspectives coming together is at the core of what it means to be human. It also tells us just how fine-tuned the consumer’s thirst for and ability to seek out a deeper relationship is becoming. We are all seeking an emotional connection.
So what is the magic that sits somewhere between one and the other? Integrity.
Integrity comes in many forms. In this instance, it means defining the principles behind the brand the ensuring that every decision is made with them in mind. Every time this happens you create an opportunity to create a stronger connection. Every time this fails to come through you create a chance of alienation or more often dilution.
Now is the time to assume that everyone, your current and potential customers all possess a Master’s in Integrity.
So if the challenge here stems from the scale then what do the people behind brands need to keep in mind at the development of the different stages?
And what does this mean for us as an agency when working with a brand?
No matter the stage your business is in, we would love to talk about how we can support during the current and future stages of growth. Please contact firstname.lastname@example.org to continue the conversation.
All the best,