Well you’re either reading this because you just love hats or the silly title pulled you in and I have just one paragraph to get you to stay. Well here goes! Have you ever seen a hat with an instruction manual? Well, in a bit of an homage to Canada where I am for about 10 days, let’s talk about the Tilley Hat. More specifically, the brilliant marketing and customer loyalty enjoyed by the brand. Read on.
Tilley Endurables, as the manufacturer of the eponymous hat is nothing is not customer focused. They compete in a space that is seriously crowded. There are dozens of similar products on the market and yet there is something of a mystique about the company that other firms just cannot match for all the money in the world. What is it? I call it authenticity.
The brand is authentic. If there is one takeaway to be gained from the four page instruction manual every Tilley hat includes in the ‘hidden pocket’ it is that a brand can gain global recognition by being authentic in its approach to the product and its clients.