In today’s economy, brands serve as the heartbeats of businesses, pulsating with the values and promises that captivate consumers. At OWND Ideas Factory, we champion the belief in the transformative power of brands and the marketers who strive not only for success but also for the betterment of consumers, themselves, and the planet.

Some brands possess an intangible essence that breathes a passion often overlooked in the pursuit of metrics and bottom lines. This essence is known as brand soul. Failing to identify or neglecting the soul of a brand leads to a sterile existence, where employees and consumers feel no emotional resonance. Brands with soul, on the other hand, forge lasting connections, cultivating loyalty that withstands the test of time. Think Apple, Nike, or the newly crowned #2 soda in America, Dr. Pepper. These are massive brands with a multi-generational, cult-like following whose marketing strategies emphasize their originality and versatility.

The soul of a brand needs constant nourishment by its marketing and brand stewards if it is to retain its loyal followers. No brand understands this better than Patagonia. Known for its commitment to environmental sustainability and ethical business practices, Patagonia has consistently reinforced its brand values through its marketing efforts, product design, and corporate actions for over five decades. By regularly engaging with their community through storytelling, activism, and transparent communication, Patagonia maintains a strong, loyal customer base. Their dedication to consistency in both message and action helps them stand out in the competitive outdoor apparel market.

Amid the dynamic marketplace, we often encounter brands that seem to have lost their way or, worse, are left to wither from neglect. A brand in decline is more than just a graph trending downward; it’s a narrative of missed opportunities, fading relevance, and a disconnect with its audience. At OWND, we observe that these struggling brands share a common ailment—a lack of constant attention and timely action when conditions begin to threaten the brand’s mission and ability to adapt. Think Sears, Toys “R” Us, or Forever 21.

Much like a garden requires a gardener’s constant care to thrive, a brand needs ongoing attention to maintain its relevance and vitality with its consumers over time. Without clear direction or purpose, a brand risks becoming a mere commodity—wallpaper—lost in the noise of competitors vying for consumer attention.

To prevent this decline, marketers must recognize the importance of steering the brand with intention. A brand without direction is like a ship without a compass, susceptible to drifting aimlessly in the turbulent seas of market dynamics. Purpose serves as the guiding star that keeps a brand’s journey meaningful and resonant. Consumers today seek more than just products; they seek brands that represent their values. Brands lacking purpose find themselves in the weeds, unable to connect with an audience that craves authenticity and societal impact.

Foxtrot Market hit the Chicago retail scene in 2014, expanding rapidly to Austin, Dallas, Boston, and Washington D.C., attracting urban millennials and young professionals seeking a blend of convenience, quality local products, and a modern shopping experience. People were understandably stunned when all 35 stores abruptly closed overnight in April. Foxtrot was a retail darling, lauded for its style, connection to community, and innovation. It’s that strong sense of purpose along with renewed leadership that will give Foxtrot a fighting chance to reclaim its darling status as it sets out to reopen 12 stores this summer. Foxtrot will have to win back the trust of employees, vendors, and customers alike if it hopes to retain its status as a beacon of innovation and resilience in the convenience retail space. By leveraging their strengths in digital integration and personalized customer service, Foxtrot can continue to adapt and evolve to meet the changing needs of consumers. With a strong foundation, lessons learned, and a forward-thinking approach, OWND believes Foxtrot is well-positioned to overcome these obstacles and emerge even stronger in the future.

While it may seem daunting to allocate resources for ongoing brand maintenance, the long-term benefits far outweigh the initial investment. Just as a gardener diligently tends to their plants to ensure healthy growth, brands must consistently nurture their identity to remain relevant in a competitive market. Ignoring your brand for extended periods can result in costly setbacks, akin to neglecting a garden and dealing with overgrowth or pest infestations. By prioritizing regular care and attention, even with limited resources, brands can cultivate a strong, enduring presence that resonates with their audience while withstanding market fluctuations. If you need help establishing or prioritizing your brand’s needs, the OWND Brand Fight could be for you—a proprietary process to align your brand foundations so your product resonates and thrives in a dynamic marketplace.

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