A Stitch in Time is Timeless.  Just a few doors east of the Uffizi Gallery, where ten sculptures are attempting to shed suits made of marble, is an Italian clothier. Standing in the middle of this small but impressive shop is a man just as still and cool as any of Michelangelo’s figures. His name is Massimo, he is perfect.

Massimo looks forty but he exudes a calmness usually achieved only after years of overcoming the natural fears of life that ages us before our time. While his hair is graying at the temples and his skin is creased like morning sheets, his eyes are clear and ageless.

Even before the third step into the shop, it is obvious that Massimo is extremely confident and it is just as obvious that the well made and maintained suit he is wearing contributes to his confidence.

The shop itself is also confident. Against opposite walls are two racks of men’s suits. The signage indicates a full range of sizes, but there are only three colors: black, blue, and gray and only one style. There are no more than thirty suits in the entire store. When asked why there are not more styles from which to choose, Massimo replied, “More?"

Massimo’s response prompted other questions. Doesn’t everyone need variety, change, something different every now and then? "Why?" said Massimo.

More questions followed. Don’t styles change? Shouldn’t we change to reflect our sense of fashion, to stay contemporary? Again, Massimo asked, "Why?"

Having perceived his one word responses as presumptuous, Massimo was asked, if we wore the same style suit every day, wouldn’t people think we were old fashioned or cheap? New looks, new styles always say positive things about the wearer, don’t they? Again his response was, "Why?"

Before tempers could develop, Massimo took a small step forward, raising his right hand, open palmed, in a calming gesture of stop, slow down, wait a minute. He then began to speak slowly, with patience and consideration. While his speech was not rehearsed, it was clear he was familiar with the questions and prepared with his answers.

“Signore, please consider this idea. What if the next suit you buy will be the last suit you ever buy? How would you select that suit? What would be important to you and why? How crucial would the price of the suit be to your selection process?”

“Flexibility would be important– wool, woven tight enough to keep you warm, lightweight enough to be worn all year around and for years to come. You would probably look for a suit with enough material in the seams to accommodate gaining a few pounds, allowing for changes in your overall proportions. You would also ask yourself, how well will your last suit match up with the rest of your wardrobe?

“It would be necessary to properly care for, clean, soft press and maintain your last suit. By doing so, the color would remain rich and would never fade or become hard and shiny. The interior design and structural elements of the suit would need to provide support to the wool material in order to retain the shape and drape of the suit. In other words, if you took care of the suit, it would take care of you.”

While these questions, assertions and assumptions may be farfetched surrounding the purchase of your last suit, they are appropriate when considering the creation, selection and implementation of your organization’s next trademark.

Like a favorite suit, the best trademarks might take a while before they become comfortable. Only after wearing does it really feel like it fits you well. The difference is that suits, no matter how well-made, will eventually fall apart. Not so with successful trademarks. Even after decades of use, they can be refreshed and restored to acknowledge the changes in your organization without losing the loyalty of your customers or the recognition of your brand.

A View from the Top  Essex Two was asked to review and select trademarks submitted for inclusion to the LogoLounge website. This site is a subscription service for professionals who develop trademarks for national and international organizations. Almost 800 trademarks were considered and 21 were selected for posting. We prepared a review of the winners and a short essay on the process of creating appropriate and effective trademarks. Click here to read this article.

Visit our website for examples of how Essex Two has created and tailored trademarks that fit well and are made to last.

Worth your time:  Influence, Science and Practice by Robert B. Cialdini. Dr. Cialdini, an expert in the field of influence, gives us this comprehensive study on the psychology of persuasion. It is an indispensible tool for professionals involved in sales, marketing and negotiations, but it has practical applications for everyday social interactions as well.