I was fortunate enough to attend a seminar this week at the Chewton Glen Hotel. The event was organised by Intergage and they had secured the great Jimmy Cregan of Jimmy’s Iced Coffee. The core subject was about ‘love your brand’ it was an excellent, thought provoking presentation and I know many of the delegates were busy scribbling ideas to take away.
Jim Cregan started the seminar with a presentation on how his company has become successful. It is a powerful and inspiring l story of Jim and his sister Suzie, who have worked tremendously hard to get the product to market and win over some of the post powerful retailers.
What I walked away with more than anything is YOU are your brand and the brand is YOU. Jim and Suzie have got this so right! I almost feel that Jimmy could produce anything as his personality is infectious, funny, grounded and honest. In a way it is similar to the LUSH story told by Mark Constantine. Once hearing Mark’s story my whole perception of the product changed. LUSH is not about a cosmetic product it is a personal story that that is provoked by a scent. But if I had not met Mark or Jimmy would I have been enthusiastic about their product? Intergage said, ‘video is the way forward,’ and I guess that is true as it is not always about what you say it is how you say it or it is even about the unspoken word, the reading between the lines (something I am truly passionate about when recruiting!). My particular favourite video of Jimmy’s is when he just says ‘hello London’. What he is really saying is ‘look at what you are missing by living in London – come and live here!’ we need more ambassadors like Jim to encourage talent to this beautiful part of the world.
Finally – this is for you Jim – after the seminar and drinking your Iced Coffee for the first time (first time for Jimmy’s and first time for Iced Coffee) I then went to meet a candidate in Costa Coffee. I then promptly told most of the queue which was very long (I know barista is an art, but it takes to long!) how amazing Jimmy’s Iced Coffee was. – Brand is powerful but are nothing without the people.