This is an excerpt from a super old piece I wrote back in my first proper job at Saffron Brand Consultants in 2016. It feels like the equivalent of showing you my pre-school writing, but I want to celebrate my younger self right now as I develop my practice at Dayvan.
Also the article was removed from the website so I’m publishing it here, it’s cute and very cringe . ݁₊ ⊹ . ݁˖ . ݁
As a fresh graduate I’ll admit that the current world of work and how people pursue it completely baffles me. Click-bait articles on business-savvy websites declare all the ways we can work — mobile , global, and even multi-modal (say hello to portfolio careers ). But with so many un-chartered roads ahead I’m thrilled yet terrified to discover all the
possible ways I can pursue a career.
Fast forward to a balmy Wednesday afternoon, I’m just about to meet a certain Mr. Luke van O , Managing Director of Saffron Brand Consultants in Australia. My jittery nerves subside as we delve into an intriguing conversation, discussing interests that eventually reveal the significance of branding. I can sense the beaming smile of Wally Olins, father of branding theory, shine down on us as Luke explains how character and purpose in a
brand can change the entire structure of a company.
Two months have passed and I am still in awe of the branding world every day. The increasing need for authenticity and purpose echoes in every industry — from the food we devour to the clothes we don — even social media has us obsessed with branding ourselves. On a personal level I discovered that brands were part of building my identity. I associated myself with names such as TED, Coursera and Qatar Foundation because I want to be associated with their values and character.
And now we come to Saffron — the golden nugget of my associated brands. I admire the culture of instant reception, communication and sharing of new ideas (echoing some TED values here). The brains behind this company are impressively global yet it feels like everyone comes from one place.
Looking ahead, it is an exciting prospect to play a part in breathing life and vitality into brands with creativity and strategic entrepreneurship. But I empathise with companies that have to adapt and situate themselves in the current tech zeitgeist to reach consumers. As consumers we mercilessly demand transparency because we want to know exactly how the brands reflect our own values.
So here’s to disrupting brands — creating authentic, powerful and meaningful businesses.
Here’s to being disrupted on a personal level — always growing and changing but staying genuine.
Here’s to the future — where a pinch of Saffron transforms.
Yep, told you there’d be a bit of a cringe, this was a promotional piece after all. What intrigues me here is just how relevant this still is, in terms of branding and identity.
Much love.
