I scribbled down my goals for the brand a few months ago. Here they are:
- Long-term aspiration: Clover comes to define a lifestyle centered around a new cuisine and positive conscientious relationship to food
- Make Clover first place that comes to mind when people think of light/healthy/conscientious/organic food
- Allow consideration more broadly (e.g., squeeze into their minds even if they’re trying to think about pizza)
- Emotional impetus for raving and loyalty
- Helps customers justify the prices they want to pay
I also wrote down my fears:
- Generic, want-to-be concept
- Falls down on any of the big existing negatives (e.g., associations of “crunchy,” associations of slow)
- Works on the functional plane but fails to penetrate to the emotional
- Remains positive and celebratory, don’t want to politicize, drive people away
- Don’t want it to be discounted, ignored because it is seen as too clever, or slick, or corporate, gimmicky, MBA-ish
- Needs to feel as though it will be around for a very long time