We recently participated in the creation of a new “boutique” brand with a client and a team of branding folks. For whatever reason, the facilitator made frequent snide references to one individual on the team’s apparent affinity for the Tommy Bahama brand. It bugged the heck out of me. So I offer this to cleanse my soul…
While Tommy may not define every lifestyle, I believe his is one of the true branding success stories of our time. Read Cigar Aficionado, June 2007. I wish I were a little more like Tommy.
Tommy is an innovator. He had the courage to persevere when others were blind to his vision. Today he has legions of brand loyalists and just as many wannabe imitators.
Tommy knows who he is. He was created to live a very specific life (an attainable yet aspirational life)—and even more than a life, an attitude.
Tommy is true to who he is. He doesn’t try to be more things to more people. Instead he continues to drill into his own life (always asking the question: What would Tommy want?) and take a niche market deeper into his experience.
In my mind Tommy defines “boutique” and has rightfully earned his station in a life “where the weekend never ends.”
Relax.
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