I had the very great pleasure recently of visiting the boutique of Jacques Genin the famous French chocolatier whose chocolate factory was described by the New York Times as “a holy site for connoisseurs”. Our host, Aurelien, of the wonderful “Paris by Mouth” tour company was describing Genin’s career and history and finished by pointing out that we were standing in one of the only two Genin shops in Paris and by extension the world. My wife asked quite reasonably “why only two shops?” To which the reply was simple – “Controlle!”

Our next stop on our mini food tour was next door to the Boulangerie, one of the many tiny baker shops in Paris which churn out Baquettes (Traditionelle) all day long so that the Parisiens can alway eat “pain frais”. Our ever-enlightening guide explained that since the early nineties a “Boulangerie” can only call itself such if the bread is baked on the premises and the ingredients of the bread are only flour, water, yeast and salt. Once again – Controlle!

So there you have it. Genin’s Chocolate and French bread in general are two great examples of successful brands. So, is successful brand management simply about “Controlle”? If so how do you stimulate creativity and innovation within the great business brands?

The notion of control, as the cornerstone of successful brand management is a compelling one. Jacques Genin’s chocolate empire and the ubiquitous Boulangeries of Paris offer textbook examples of how stringent control over quality, ingredients and distribution can elevate a brand to iconic status. But herein lies a paradox: How do you reconcile this need for control with the equally vital need for creativity and innovation, especially in today’s rapidly evolving market?

Balancing Act

The answer lies in a delicate balancing act. Control should not be viewed as a rigid framework that stifles creativity but rather as a set of guidelines that channel creative energies in a focused direction. Take Apple, for instance. The tech giant is known for its stringent quality controls and closed ecosystem, yet it is also lauded for its innovative products. Apple’s control over its hardware and software allows for a seamless user experience, but it’s the company’s commitment to innovation that keeps consumers eagerly awaiting the next big release. And crucially, their values play a huge part in giving direction to their brand.

Role of Control

Control serves multiple purposes in brand management. It ensures consistency, which is crucial for building trust and loyalty among consumers. Imagine if Starbucks served you an entirely different tasting coffee at each visit; the inconsistency would likely drive you to a competitor. So control can protect the brand’s reputation. I know this last couple of sentences would, of course, create a reaction from Naomi Klein but what she failed to recognize in her seminal “No Logo” tome is that brands do not necessarily have to be global behemoths. In the case of Jacques Genin, limiting the number of shops is an effective, if somewhat extreme way, of ensuring that each piece of chocolate meets the brand’s high-quality artisanal standards. And the tiny French Boulangeries have as much right to protection as Apple and Starbucks!

Creativity Within Constraints

Control should not be an end in itself. Constraints can often serve as a catalyst for creativity. Twitter’s 280-character limit is perhaps a case in point. The constraint has given rise to a unique form of concise, impactful writing and has even spawned new linguistic styles and conventions (yes – I know it has also spawned antagonism but change comes with downsides as well as upsides). When I started in my last corporate role (around 2019), our corporate guidelines required our social media video posts to be no more than 60 seconds. Two years later we were down to 30 seconds. Similarly, the Boulangeries in Paris have flourished within their four-ingredient constraint, experimenting with fermentation times, kneading techniques, and oven temperatures to produce a wide variety of baguettes, each with its unique “traditionelle” texture and flavour.

Freedom within a Framework

The most successful international brands have mastered the art of “Freedom within a Framework.” They establish clear guidelines and quality standards but also encourage creativity and innovation within those boundaries often guided by a clear set of values. This dynamic interplay between control and creativity allows brands to maintain their integrity while continually evolving to meet the needs of their consumers and markets. So, the next time you find yourself marveling at the consistency of a Genin chocolate, the unique texture of a French baguette or even just the consistency of a Starbucks Grande Latte, remember that it’s not just “Controlle” at play, but a sophisticated blend of control, creativity, and values.

If you are looking for help in managing this brand interplay get in touch with us for a conversation.