A single-speaker reflection on the tension between building a "cool" design-led brand and making commercial decisions needed to scale. The speaker explains they often forgo ideas that 'would be really cool' because they lack financial sense, describes a current brand refresh intended to regain edginess, and poses the tradeoff: remain smaller and cooler or be bigger but slightly less cool.
Thought about that and I like definitely want to build a sick brand and I think we're doing that. But I've also, I've always come at it from like a, I guess trying to be a bit more commercial with it like which is often the dichotomy of scaling because like sometimes the that I think would be really cool and there's loads of things I think be really cool. I just know they make no financial sense so I don't do them. So then you end up with a brand. I think our brand is cool but do I think it's as cool as when I launched it and it was like a bit more, I guess design led rather than performance led? Probably not. We are now doing a brand refresh which I think hopefully gets the balance right again about being a bit more edgy again I guess but that might backfire and like ultimately would I rather it look cool and be smaller or look slightly less cool but be bigger?
