It starts out a bit ugly

The butterfly starts life as a gooey homely worm but through an amazing metamorphosis becomes one of the most celebrated natural beauties in our world. Particularly fascinating is the chrysalis stage when the transformation magic really happens and those lovely wings are forming. When it’s ready, the chrysalis breaks open and the butterfly emerges – but only after it takes a further bit of time to inflate and strengthen its wings is it truly able to start its flight into adult life.

We can’t help but feel that the hard strategic work of a beautiful brand has a lot in common with that ugly, sticky stage that a butterfly goes through. Someone lays down an idea for creating a product or service that people might like to buy. Then, after much nurturing and vetting of that idea it starts to stick and it’s deemed worthy of development. Then it goes into the incubator which pumps life into the brand. That incubator does the hard work to ready the brand to fly. Wouldn’t it be nice to jump straight to the pretty logos and ads… and wouldn’t it be great for people to just fall in love with our brands without having to do much to earn that affection? Unfortunately that less attractive stage that precedes the more glamorous one is mighty crucial.

Our blog will be dedicated to some beautiful brands we’re fond of – some you may have heard of, others perhaps more obscure, but all wonderful in their own right. We look forward to telling a few tales about how they got their flying start.

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