Linda Hubbard at The Economic Club of Grand Rapids inspired us with her doubling the size of Carhartt in the last 3 years by remaining loyal to their brand of hard work that has been their focus for the last 135 years.
6 Key Takeaways:
1) There’s a place for the past. Carhartt, Inc., was founded in 1889. It’s now 135 years old, and it still operates with the core values and principles established by its founder, Hamilton Carhartt. These principles, far from becoming obsolete, have acted as guardrails that have allowed the company to continue to stay relevant across many generations.
2) At the same time, it’s important to look to the future. If Carhartt, Inc., had never evolved, it would have joined the 97% of family businesses in the U.S. that fail to survive past the fourth generation. It’s possible to respect the past while also keeping up with a changing world, changing work conditions and changing consumers.
3) Successful brands are about more than the product or service they provide. If Carhartt had ever seen itself as a maker of coats and jackets, it likely would not be here today. But since the beginning, it saw itself as responding to a higher calling: taking care of and celebrating the people that do the hardest jobs. This self-concept as a servant/protector of society’s hardest workers continues to fuel the brand’s evolution today.
4) There is no substitute for direct contact with your consumer. In 1889, Hamilton Carhartt performed one of the company’s first “consumer intercepts”—he met with a railroad engineer to figure out how to build an overall that would meet the needs of that consumer. Today, Carhartt still leans on its connections with consumers to assess how people are using their products and to discover what the new consumer needs are.
5) Direct consumer contact has led Carhartt, Inc., to four recent realizations:
-Workwear today must be engineered for 24/7 functionality, emerging industries such as wind and solar, and categories Carhartt hasn’t historically focused on, like footwear and medical scrubs.
-Sticking with a 100% wholesale distribution model is leaving money on the table in the age of one-click buying.
-Investing in new communication channels not only allows you to reach and form relationships with new consumers—it allows you to have new conversations with them and support them in new ways.
-Growing sustainability is not only an authentic way to connect with emerging consumers, it can be a way to mine additional value from your existing brand.
6) The present is where the past meets the future. The decisions you make today will either add value or subtract value from your brand. In deciding where to invest and where to place your resources today, keep asking, “How do we stay relevant? What do we need? Where have we been given permission to change by our consumers and still remain an authentic brand?”
#leadership #womaninbusiness #hardwork #motivationmonday #brandidentity #westmichigan #economicgrowth
𝗖𝗘𝗢 & 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗮𝘁 𝗞𝗠 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴. I am an expert at driving brand growth and visibility through personal branding, thought leadership, company brand building and PR.
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