Working for Brands that are the “Not So Hot Chick (or Dude)”

Ever caught the eye of a sexy individual at one of your favorite after-work-happy-hour-spots? After a couple of glances you realize that you sparked the interest of the person next to them instead. Did I mention that this individual is not sexy but average? Now they’re walking over, with drink in hand, and you’re thinking should I let them down easy or entertain the idea?

Shopping around for new business is similar. As creatives, we’re always looking for sexy brands to work with. For instance, Coca-Cola, Nike, Samsung, and Gillette’s of the world. But should sexy brands always be your first choice? Sure, they are hot and looks as though they would be fun to hang out with. But, is that the best choice for you? Most sexy brands have been cultivated over time with a defined set of values and practices that have taken on a life of their own. The majority of them only need re-calibrations to their brand every so often. A majority of sexy brands don’t really want or need you. If so it would be for minuscule projects.

To entertain the average looking chick (or dude) that just approached you at the bar could provide the most opportunity. Average brands have a lot of promise on the inside and sometimes cannot showcase their unique qualities outwardly. They struggle with messaging and conversations with the public. Confusing mindless talking as though it is productive communication. Not sure whats compelling to entice their consumer to stay engaged.

At one point or another we have all been on the other side of the coin as the average looking person trying to make that great (sometimes first) impression.

Take PayPal for example. In 2014, launch their first global brand campaign “Powering the People Economy” providing an alternative option than the newly released, Apple Pay. The following year, broke into the Interbrand Top 100 Global Brands at No.97!

To see potential early on and creatively invest in an average looking brand can catapult your career in various ways. One life changing reason, having the opportunity to be part of a company that is starting their brand vision or rebuilding it for the future. Being part of those key conversations on “How do we articulate our value?”, “What is our voice?”, “What is this experience?” and so on.

If I was Michael J. Fox (the black version) and befriended a nutty scientist that created a time machine from a DeLorean, Falcon-winged coupe car, I would fly back through time and jump on the Everlane bandwagon.

Everlane is retail clothing company founded in 2010 by two guys giving a new form of retail experience. Few may have thought that they were at a disadvantage compared to other well-known clothing labels with deep roots in nostalgia and driven by lifestyle and/or fast-fashion (low prices/reasonable quality/big profits).

However, they took the opposing clothing retailers weak points and made them their strengths. Like quality products, transparency of product creation, worker equality, but most importantly they practice humility.




As Dr. Emmett Brown stated in “Back to the Future,” The founders of Everlane thought the same thing… “Roads? Where we’re going we don’t need… roads!

If Everlane continues growing based on their brand essence and strategies I predict they will be a Top 100 Global Brand by 2025.

Well isn’t that sexy!

As your creative wingman at the bar I would advise you to entertain the “average” individual approaching you and forget the “sexy” one you were flirting with. Remember, if you are looking for casual hookups then go for the sexy brands that interest you. However if you are looking down the line for a long-term relationship then choose the average brands.

You never know the next average person at the bar could be your Everlane.

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