When it comes to managing a brand, is a company’s size an asset, liability or both?
Tom: I’ve come to feel that it’s more about the mindset than the size. Working in a small company forces you to be David against Goliath. You have to be innovative at every opportunity. You have to turn every consumer touch point into a potential marketing opportunity. And you are forced to continually challenge the prevailing rules of the category. It’s a great discipline to learn, and I think that small companies inherently teach you how to do that. But I think you can apply that challenger brand mentality to big companies too. There’s just as much opportunity to become David within Goliath as there is to be David against Goliath. Large companies have staggering resources, but can often feel complacent, bureaucratic and slow. But, there is always room for rule breakers within big companies. I love the fact that an irreverent, cheeky brand like Axe/Lynx came out of a company as massive as Unilever. Adam Morgan wrote a great book on this challenger brand mindset called “The Pirate Insi
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