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"Coke, Pepsi and all other pops will be known as the cigarettes
of the future."
"Colas are NOT a substitute for water. Colas are just another
cheap drug made to look great by advertising." The Lululemon
Manifesto
Lululemon. Created in 1998 by Vancouverite Chip Wilson, it creates,
produces and sells yoga-inspired athletic wear through its own stores
across North America, Australia and Japan. Early last year, Chip
sold 48% of the firm based on a value of $225 million. Zero to equity
in eight years – and a very healthy portion of that equity
is the Brand.
Lululemon was built not with traditional advertising, but with remark-able
products and a Brand that emanates from its stores. Lululemon builds
a relationship with the natural sneezers – the personal trainers,
yogis, and workout instructors who "embody the Lululemon lifestyle
and live [their] culture", spreading the viral word through
the form-fitting attire on their inspiring bodies in every class
of wannabes. To keep them energized about spreading the message,
these Brand Champions (Lululemon "Ambassadors") are continually
trained and given discounts on product they happily model for the
world.
The stores themselves are key Brand storytellers – through
the Manifesto printed on their walls, handouts and vivid packaging.
Lighthearted statements like "Dance, sing, floss and travel"
accompany the Coke diatribe above to portray a worldview that’s
one part Deepak Chopra, one part Michael Moore. The colourful, beautiful
products are well thought out, well made and sold by genuinely nice
people. The stores run yoga classes after hours, videos of which
run throughout the selling day. The entire experience is a Brand
broadcast that allows the perfect consumer to self-identify, connect
with the culture, buy and start telling the Lululemon story to others.
What does the Brand Coach coach?
 First
and foremost, strong Brands are built with remark-able products
and services – things so compelling that people tell their
friends, who then tell others, and so on. Lululemon has remark-ability
nailed with its body-flattering attire. Strong Brands also have
stories that transcend the product/service itself. Stories of the
organization’s culture – their founding, Core Purpose,
Vision of the future, Mission (the things they do every day) and
Values (what they believe in). Lululemon has it all embodied in
its brilliant Manifesto – what we at Instinct call a Brand
Foundation.
In an increasingly competitive world for customers and employees,
strong Brands like Lululemon have lineups for both.
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