What makes a brand “Smart Beautiful”?

Smart means they observe a clear brand strategy that is generating attractive returns. Beautiful means a visual identity that is compelling, current and aesthetically elevated. Smart Beautiful means you have a brand that delights business people and creatives, quants and poets. They are the best of both worlds.

What is a Heritage Brand?

Heritage brands have history. They are well-recognized and accepted. They have a recognized track record of executing on their original brand promise. Loyal customers feel emotional connections to heritage brands. New customers can quickly attach to the patina and power of a storied name.

Well-articulated heritage brands are known for:

• Longevity

• Track record of performance

• Long-held core values

• Consistent use of brand symbols over time

• Compelling history or company mythology

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The 5 Trust Factors

Okay, so people trust you. Great. But now you need to protect and build that trust. How do you do it? There are many ways to build trust but ultimately it comes down to doing what you say you’re going to do. (Just like with people) But it’s good to take a look at the five factors that have been demonstrated to influence trust in brands.

1. Performance / Track Record 

2. Consistency

3. Integrity

4. Caring / Concern (toward clients, employees, community)

5. Shared Values

The best way to protect and promote your brand is to commit to a brand strategy. This requires discipline, faith and patience but the dividends are many. Heritage brands in particular have the heart and minds to stay the course through fads, feast and famine. Read more about brand strategy here. Read more about brand strategy here.

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THE BEST OF THE BEST

These enduring brands have crisp yet iconic visual identities that make us fall in love with them all over again.

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1. RALPH LAUREN

FOUNDED 1967 | MADE TO BE WORN

Ralph Lauren Corporation is a global leader in the design, marketing, and distribution of premium lifestyle products in five categories, including apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren’s reputation and distinctive image have been consistently developed across an expanding number of products, brands, and international markets.

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2. HINCKLEY

FOUNDED 1928 | Built Just For You, Cared For Entirely By Us

From the very beginning, the yachts from the Hinckley yard were kept to the highest standards. Henry was not satisfied with many off-the-shelf parts and soon the yachts from Hinckley came to feature custom designed and fabricated hardware such as stanchions, chocks, pulpits and masts. This attention to detail made these yachts distinctive and, in time, they would earn the collective admiration of sailors and yachtsmen around the world.

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3. JOHN DEERE

FOUNDED 1837 | Nothing Runs Like a Deere

Deere & Company is a world leader in providing advanced products and services and is committed to the success of customers whose work is linked to the land—those who cultivate, harvest, transform, enrich, and build upon the land to meet the world’s dramatically increasing need for food, fuel, shelter, and infrastructure. Since 1837, John Deere has delivered innovative products of superior quality built on a tradition of integrity.

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4. SALVATORE FERRAGAMO

FOUNDED 1927 | High fashion and comfort are inseparable

Suggesting a way of being, as atmospheric and joyous as possible, proposing values instead of merely placing products. Salvatore Ferragamo continues embracing the diversities and complexities of the contemporary world. In doing so, it heralds with renewed dedication, the crafty inventiveness and inclusive spirit that have been there right from the beginning.

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5. CARTIER

FOUNDED 1847 | Never copy, always create

Cartier, whose name is synonymous with open-mindedness and curiosity, sees beauty in everything. Creativity, freedom, sharing and excellence are all central to its values. This vision enables a creative territory that is shaped around a unique style. From jewelry and fine jewelry to watchmaking and perfumes: Cartier’s creations symbolize the fusion of exceptional savoir-faire and timelessness.

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6. CHRISTIE’S

FOUNDED 1766 | extraordinary art, unparalleled service, expertise & global reach

Christie’s is a name and place that speaks of extraordinary art, unparalleled service, expertise and global reach. Founded in 1766 by James Christie, Christie's has since conducted the greatest and most celebrated auctions through the centuries providing a popular showcase for the unique and the beautiful.

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7. FERRARI

FOUNDED 1947 | Only those who dare, truly live

Our story officially begins in 1947 when the first car built under the Ferrari marque, the 125 S, drove through the historic factory gates on Via Abetone Inferiore in Maranello. That said, Ferrari’s origins are inextricably linked to its founder’s entire life story. Born in Modena on February 18 1898, Enzo Ferrari passed away on August 14 1988, having devoted his entire life to motor racing. He became an Alfa Romeo works driver in 1924 but just five years later set up the Scuderia Ferrari at Viale Trieste in Modena to allow its mostly gentleman driver members compete.

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8. ARIAT

FOUNDED 1993 | Performance Is In Our Sole

Ariat is committed to building a different breed of company, one that reflects our core values as a team and those of our consumers. Our company values have shaped our success since 1993 – a commitment to innovation, quality, integrity, teamwork and respect. We believe our values are what set us apart and have helped build Ariat into the one of the top Equestrian, Outdoor and Work brands in the world. Product quality is non-negotiable, and so is our collaborative culture and giving back to the communities we serve.

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9. HÄSTENS

FOUNDED 1852 | We sleep. Do you?

Hästens has a rich history running back through six generations—from our roots as master saddlers to Hästens appointment as Royal Purveyors, and the Spirit of Excellence that drives us forward into the future. The journey to where we are now is one filled with passion, skill and the pursuit of making the best handcrafted beds in the world.

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10. SEE’S CANDY

FOUNDED 1921 | Quality Without Compromise

See's Candies has been making quality chocolate and candy Mary See's way for over 95 years. From the beginning, Mary took pride in her recipes and insisted on only the finest, freshest ingredients. See's has expanded from one chocolate shop to over 200 shops across America and a flourishing online store.

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11. TITLEIST

FOUNDED 1932 | The #1 ball in golf

The Titleist success story began one Sunday in 1930, when Phil Young missed a well-stroked putt in a match with his friend, who was head of the x-ray department at a local hospital. Convinced that the ball itself was at fault, Young and his opponent went to the hospital, x-rayed the golf ball in question and found that its core was off-center. It took Young and Bommer three years to perfect the first Titleist golf ball, but when it was ready in 1935, it could truthfully be introduced to club professionals and golfers as the best ball ever made.

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12. WALL STREET JOURNAL

FOUNDED 1889 | The daily diary of the American dream

The most ambitious people in the world read The Wall Street Journal. Winner of 37 Pulitzer Prizes for outstanding journalism, the Journal includes coverage of U.S. and world news, politics, arts, culture, lifestyle, sports, health and more. It’s a critical resource of curated content in print, online and mobile apps, complete with breaking news streams, interactive features, video, online columns and blogs.

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In this new age wrought by the devastation of COVID-19, what used to work will likely not work anymore. And even if it does still work, there may be fewer people willing to pay for it. The mandate for many is clear: Innovate or die. 

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If only Clayton Christensen, the godfather of disruptive innovation, were here to see it. Surely, he would see this tumultuous time as one of dazzling possibilities and hopeful renewal while at the same time stoically acknowledging the devastating toll of human suffering being taken around the world. 

In his seminal classic “The Innovator’s Dilemma,” Christensen argued that technological advancements can create cheaper, faster, and overall better substitutes for existing products, and in turn create industry growth. If necessity is the mother of invention, the time for his ideas are now. 

Christensen posited three types of innovation:

• SUSTAINING innovations refer to incremental improvements on a continual basis. Toyota’s “Kaizen” commitment to subtle constant improvement would be an example. Basically, we’re talking about the minor tweaks necessary to stay competitive and nothing that could generate a big win or a big loss. It’s a noble path tread by unknown heroes. 

• DISRUPTIVE innovations are cheaper inferior substitutes that appeal to a much broader set of customers (higher volume with lower margins). An ATM is a perfect example. For the consumer, you don’t get that over-the-counter friendly customer service but your bank fees could be lower and the machines are easier to access. Meanwhile, the bank grows its base via middle-class conveniences. --Disruptive technologies usually emerge on the edges in insignificant markets. Typically, they aren't relevant for a leading firm's best and most profitable clients. This encourages innovation from upstarts who haven't been lulled into complacency serving lumbering giants.

• BREAKTHROUGH innovations break business models. They disturb incumbents and delight customers. Remember when email rolled out and on the US postal service tried to tax it? There wasn’t much they could do. Actually, there probably was but there isn’t much creative energy at the post office.  (Except for in 1977, when one USPS visionary launched an early form of email which failed due to bureaucratic interference. Despondent, he left and went on to start a company that would eventually be sold to UPS for $100 million.) Read about at Bloomberg "The Post Office Almost Delivered Your First E-Mail" 

So which are you? 

• The businesses mildly impacted such as grocery stores can likely muddle through by keeping up. (sustaining)

• The businesses hard hit may be threatened by novel approaches. For instance, commercial real estate landlords facing the suddenly the threat of immensely relevant virtual office. (the disrupted versus disruptive) 

• The businesses created in this environment or supported by it, such as new medical delivery models or education systems, have the potential to help make a better world. (breakthrough)

If you are interested in learning more about Clayton Christensen, Harvard has a collection of his best essays available online here. 

You can also get his book. In researching this article, I became most interested in his philosophy of life and downloaded his book "How Will You Measure Your Life" on Audible. Based on the excerpts I read, it should be a good quarantine listen.

This watershed moment in history brings to mind my favorite quote from Eric Hoffer, a San Francisco longshoreman and self-taught philosopher:

“In times of great change, learners shall inherit the earth while the learned find themselves beautifully equipped to deal with a world that no longer exists." 

Good luck out there.