#1: What's in a name?
Why the slingshot? Is that a wing? Why is it blue? Welcome, friends. Let's dive in and embark on this journey together.
IT’S IN THE DETAILS
The tip of the iceberg is compelling, but what lies beneath the surface may be where our appreciation blossoms. Our admiration can fueled by intentionality.
FONT AND FORMAT: The Small Brand Mentality yearbook font and format harks back to the vintage collegiate designs we may have worn growing up. It feels nostalgic, but also implicitly messages about the commitment to sport.
COLOR: The Small Brand Mentality color is a shade of cobalt blue based on Frida Kahlo’s Casa Azul in Mexico City. Why Casa Azul blue? In addition to its beautiful hue and Frida’s impact on art, culture, and design, Frida was a known communist sympathizer, which intersects with my personal branding as a creator, contributor, and comrade.
ICONOGRAPHY: The Small Brand Mentality logo is a winged slingshot. The slingshot is a reference to David vs. Goliath — it was the weapon that David used to maim and defeat Goliath, which plays into the idea of small vs. large brands. Why is it winged? Similar to the font and format, the wing addition is a subtle reference to the collegiate winged foot track and field logo that has stood the test of time.
WHAT’S IN A NAME?
What is Small Brand Mentality?
Small Brand Mentality is a platform exploring the intersection of running and business, but it's a frame of mind to build, break, disrupt, adapt, create, destroy, and repeat. It’s a frame of mind because it’s not exclusive to working at a fledgling start up or working in the running/outdoor industry. We can develop and hone our Small Brand Mentality to benefit wherever we work — big brand or small brand…whether you’re in healthcare or slinging shoes. Further, Small Brand Mentality is a frame of mind because it may mean different things to different people. It doesn’t exclusively mean the “opposite of X brand” either.
This terminology came about when listening to so many talk about the small brand PLAYBOOK. Something didn’t feel right. I was fortunate enough to talk with Matt Trappe in more depth and landed on a personal opinion that the small brand PLAYBOOK isn’t the magic bullet because it evolves quickly and is so intrinsically tied to that small brand, but the small brand MENTALITY — the style of thinking — that holds immense value.
This may seem like a non-answer or a wishy-washy waffling of definition, but it’s a journey of refining and nurturing the definition and mindset over time. Let’s embark on the journey together and I plan to share my perspective through the lens of the running industry and learn from our vast community.
WHAT TO EXPECT?
On a monthly basis, I’ll share a post with you in writing or audio across a few topics:
a case study on something newsworthy and noteworthy in the running industry brand world.
a conversation with an outdoor industry professional exploring their perspective on Small Brand Mentality.
I’m open to suggestions! Please let me know what you’d like to hear and I’d love to explore with you.
WHO AM I?
I’m Drew — I’ve been fortunate to cut my teeth as an early employee at Tracksmith, an independent running brand based in Boston, MA. During my time there and under the tutelage of great creative influences, I learned about the importance of brand and how it shapes so much of how we interact and commune with the sport and activity we love. In 2024, I transitioned into a role in Sports and Community Marketing at Salomon and found myself naturally employing that SMALL BRAND MENTALITY from years before to think in such a way to augment the platform and the valuable work my colleagues at Salomon were already doing.
Currently, my goals are to maintain my appetite to learn, refine my voice, and refine my expression. I also enjoy connecting with folks seeking to break into the outdoor industry and helping them reach their goals.
Follow me on IG // Connect on LinkedIn
SMALL BRAND MENTALITY SLINGSHOT
I’ve had the pleasure and privilege of connecting with individuals who aspire to build their careers in the outdoor industry and to flourish within it. In this segment, get to know and connect with them to slingshot their personal development and see what they’re up to!
Meet Shaun Bemis
Shaun has had a foot in the sports world for a while now. He coached youth soccer while in the Navy, rising to the Director of Coaching with Maryland Rush. He has spent time at 2 sports consulting firms working on soccer projects for professional teams in North America. Currently he is working with 3 different companies (Groe Solutions, Motion Pro, and Relentless Running Co) as a fractional Chief Operations Officer and Advisor specializing in making the teams more efficient and effective through processes which are sustainable and repeatable. He is always looking to connect with others within sports and provide services through his firm, Left Foot Right Foot Consulting.
Connect on with Shaun on LinkedIn // Read his Substack: The Left Foot
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love what you’re talking about and practicing here! Great brand storytelling example. my favorite element of this version of your brand story is 💙 the Frida Azul!
This is an awesome write up - great reading about your story!