TRUE. today

A well-planned quick trip to the Big Apple, discussions with several florists, in person and by phone afterwards and ultimate disappointments: another lesson in branding. Yes, they were all impressed with the flower's beauty, opening and vaselife and, no, they were not going to place an order.

Lessons learnt:

1. Recession & retail in flowers: (a) lay off some staff, work more than full-time yourself; (b) buy cheaper flowers, extend your payment times; and/or (c) act as a victim of the bad guys, hide in a corner, hoping the financial tornado will pass.


2. A rare few see some glimpses of light at the end of the tunnel. Why? Florists like Jan Ooms and Elizabeth Ryan work hard, very hard, make no concessions on quality and look for opportunities.


3. Because of the big quality issue, now past, I have been focussing too hard on the flower rather than the total brand. The florists that received the gift box get the full picture and see not another (superior) rose, but a completely new product with a new marketing strategy.

Today I met with Engin Celikbas, MD and 'the gun' of KesselsKramer, advertising home of Diesel(R), Bavaria(R), Absolut(R), Nike(R), Bol.com(R), Ben(R) and more. Capable hands. Very. Engin's message: conquer New York street by street. With 500 flowers per week, create a market from the bottom up, together with the participating florists.

Leaving the KK church in Amsterdam I felt excited, not because this approach means more time and more investments, but because this means learning to build a brand from the bottom up, detail by detail. It made me think of my grandfather (whose lifestory I told to a few classes this week), learning to draw at 82 and, after turning blind, picking up a harmonica for the first time in his life and learning how to play it at 87.

The Parable of the Talents. Da Vinci. My Opa.

....... TRUE.