Springboard From Your Brand Filter
As the product developers at Tommy Bahama create a varied assortment of island-inspired goods and services to "Make Life One Long Weekend," they do so through this filter that simplifies, focuses and concentrates their efforts. "What kind of cologne would Tommy wear?" See several options depending on his mood: TB for Him, Set Sail for Martinique, Signature, St. Bart's and Vintage Paradise. "What kind of bike would he cruise around the island on?" One with an electric motor of course … no stress! "What cocktail would Tommy drink at his island restaurant's happy hour?" Perhaps a Painkiller #2 or a Bahama Mama!
Asking these questions internally and creatively and collaboratively answering them together as part of the merchants’ decision-making process leads to products and services that have an authenticity to them that make people forget that Tommy Bahama is but a legend.
The "What Would Tommy Do?" filter has led to other brand-enhancing decisions such as creating a National Relaxation Day (Aug. 15), its island email program, placing recipes for island cocktails on its website and even video clips about "How to Hula" featuring one of its online merchants. The Tommy Bahama filter is an important lens that doesn't constrain, but rather serves to allow more creative merchandising and brand sunshine in. Tommy, no doubt, would approve of this filter process!
What filter are you using as your products/services fit chart? How does this filter focus your merchandising energy and provoke brandwide conversations? Perhaps your filter is intuitive and not formally documented. Would it be helpful to formalize it in some way?