Tyler Brûlé on why brands need to take back control of their image

In the past few weeks, uniforms and guidelines have become leading topics among clients. Over dinner in Zürich, a ceo asked me to find out how a competitor was able to keep staff looking so well groomed while he was fighting a running battle about whether or not female staff should have to shave their legs or if male staff could wear jangly earrings. Meanwhile, in Toronto, a global hospitality group told me that it was struggling to define itself as premium because too many staff members were resisting guidance about what to wear. I keep hearing the same questions: “How did we let things get so baggy? When did we lose our courage to fight for our brand?”

I usually interject with the reminder that the uniform is alive and well in many parts of the world. “But how do we get back to where we were 10 years ago?” clients would ask. In the case of the company in Toronto, I said that it would require its board to jettison some inclusivity initiatives in favour of brand preservation. Such advice used to be met with spasms of wincing but it’s now clear to most that something has to give. Many companies are weighing up how to bolster their customer base and build brand loyalty through superior products and service delivery rather than political gestures. The Toronto executive summed it up best. “We have lost our best people because they were embarrassed by colleagues showing up for their shift in slippers,” he said. “It all happened on our watch.”

---

Waste not…

Anyone who has recently ventured into a park or spent a day at the beach in Helsinki knows that the city has a problem. Or 5,338 problems, to be precise. That’s how many geese the authorities say have made their home  in the city and its leisure areas. Not only can these geese get aggressive but their faeces litter much of Helsinki’s coastline. To make matters trickier, this particular species, the barnacle goose, is protected by the EU, meaning that Helsinki has had to come up with some rather innovative ways to deter them…

This summer, the Finnish capital experimented with fencing in, not birds, but humans. It turns out that the urban geese, despite having wings to fly with, opt to walk in cities rather than become airborne. However, by installing fences just high enough so that the geese can’t be bothered to jump over them has meant Helsinki has turned to enclosing areas in parks en masse for people to enjoy without the birds bothering them. And, so spoiled are these urban geese that show a preference for manicured lawns, that this has also resulted in the city to curb cutting the grass in certain parks. 

Some have suggested a softer strategy: adaptation. If we are to coexist with the geese, let’s at least have better tools. Helsinki recently launched an open competition to design a more effective shovel for the 45 city officials tasked with collecting the geese’s waste. We’re waiting for those results to drop soon.

The government has promised to help as well. In its policy programme, it says it will allow people to hunt for barnacle geese. Some skilful EU-level diplomacy is needed first, but in a country that boasts more than 300,000 active hunters, it would be an effective solution. We’re just not sure how many people would enjoy hanging out in parks with bullets flying around.

---

Perfect shot

A fleeting visit to the verdant Alpine Austrian town of Bad Ischl might sound like an idyllic trip to the land of The Sound of Music, but reporting trips are never as tranquil as one might imagine. Coordinating the calendars of 12 members of the region’s cultural programme to find a convenient time for a group shot (see page 44) is a challenge in and of itself. The selected time for the photoshoot happened to be during rush hour and the location – chosen for its quaint Austrian spires to create an atmospheric backdrop – happened to be a through road. It made for an amusing episode of role play as a school crossing patrol officer when I found myself halting residents on their way to work, apologising in broken German for blocking their way. Meanwhile the photographer, perched on a rickety stepladder for a privileged viewpoint, took the 10-second break in the traffic to snap as many pictures as possible. When it comes to getting that perfect shot for a monocle feature, we’re prepared to move mountains – and a number of cars.