Know-How Exchange : Strategy

Dear Honeybunch,

I'm surprised you're asking the questions you're asking because I'd have thought that The L'Oréal Group (the company that's owned the brand, Maybelline since 1996) would have given strict contractual instructions as to what your company can do, will do, won't do, and cannot do with the Maybelline name, brand, image, and product range.

You asked what you can do to help Maybelline?

Here's your answer. And in almost 24 years in marketing, design, advertising, and all things creative, this is probably the most important piece of advice I've ever given: uphold, support, and underpin every aspect of their brand.

EVERYTHING.

I don't know if you're religious or not, and I mean no offense here to anyone that is, but when it comes to brands of this power, when it comes to brands of this magnitude, people, it's time to come to Jesus.

Thou shalt not mess with the brand. Ever. Especially not this one.

My dear, whoever you are and wherever you are. What ever you do and whoever you do it for, do yourself and your company a huge, huge favour and read the next sentence really carefully:

Dilute the Maybelline brand at your peril.

That's the secret. This is not just a lipstick and eye shadow company you're dealing with here. This is a brand that is part of an empire that in 2008 generated $24.79 BILLION dollars in revenue.

Work well with Maybelline and your efforts will pay off. Why? Because we're talking here about the corporate version of playing "Simon says ..."

When The L'Oréal Group says "Jump!", you jump and you keep jumping.

When The L'Oréal Group says "Do a backflip!", you backflip your buns off.

When The L'Oréal Group says "Here's another deal! You say "How can we work with you? What can we do to help you shine?"

If this sounds like great fun and a challenge you're up for (and I get the feeling it DOES sound like your thing) both you and your company will go far and your deal and experiences will lead to further deals and well deserved success.

But if this sounds even a tad demeaning to you or anyone you work with, if it sounds like hard work and too much trouble, honey, whoever it is thinking these things is in the wrong goddamn business!

If it sounds as though the game of corporate "Simon says ..." is somehow below anyone connected with your company, whoever that person is needs to build themselves a big ass bridge and get over themselves because they obviously don't need a job.

Or, come to think of it, very much of a future in the world of retail.

If you value the future of your business reputation, if you want to give a boost to your résumé, and expand on your relationship with other companies through your relationship with The L'Oréal Group, work with L'Oréal every step of the way, no matter how much it might irk you.

If they ask for the impossible, give it to them. If they request figures within the hour, deliver. Move hell, high water, and the wind and the Moon if you have to, but work with them no matter what.

With a brand of this value, you DO NOT argue. With a brand of
this reach, you DO NOT leave them hanging. With a brand of this power, you DO NOT play ditsy with them. Not once. Ever.

Are we clear on this?

Don't mistake me, Honeybunch, this is not just a piece of advice. This is not just a suggestion, a game plan, a hint, or even a proposition.

Nope. None of those things.

It's a command.

Maintaining and managing the brand equity of a company like The L'Oréal Group is not up for discussion. It's not something you can take on casually. This isn't any t-shirt and jeans, corner hippy store that makes its own soap and candles.

This is a multi billion dollar, globally positioned cosmetics empire.

You work with them every step of the way my girl and there's no telling where it could lead your company, or where it could lead you.

Think about this really carefully. Work with them and who knows where it could take you. But whatever you do, don't screw it up.

So, work with them. Keep them sweet. Keep them informed and you'll do just fine. Good luck to you my dear, and I truly hope this leads you to huge, huge things.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA