Thoughts From Jazz Camp

By: Becky Ervin

There I was, a proud parent in the auditorium. It was the last day of Jazz-Band-in-a-Week, a camp for middle and high school musicians who show up on Sunday, get placed in an ensemble on Monday, then practice, practice, practice throughout the week and—violà!—a jazz concert on Thursday afternoon.

I was skimming the program before the show began and quickly became enamored by how perfectly named some of these aspiring jazz musicians were.

Ladies and gentlemen, give it up for …

Roger Wilder on the keys.
Miles Copper on the trombone.
Ira Good on the bass.
Bruce Bustamante on the saxophone.
And, my personal favorite, Copeland Quiet on the drums.

Are you kidding me? These perfect monikers for jazz musicians had me thinking throughout the concert about nature vs. nurture. With names like those, were those kids always destined to play on that stage? 

It’s the age-old debate of nature vs. nurture—which one has more impact on who we are? 

Brands face the same question. Are successful brands born with a natural advantage—a unique offering? Or are they nurtured into success through marketing? If you consider some of the most beloved brands out there, you’ll realize the answer is “both.”

A brand’s “nature” is what’s at its core, its DNA. Otherwise known as its product, purpose and values. In the best cases, the brand exists because it is unique, giving it a competitive advantage from the start. It solves a problem, fills a gap or simply brings a fresh perspective on the same ol’, same ol’. A brand’s nature doesn’t change, but it also can’t grow much on its own.  

Meanwhile, a brand’s “nurture”—how marketing shapes its perception and builds an emotional connection—does grow and should change. Consistent and deliberate choices of the brand’s narrative, design and even partnerships should always reinforce what the brand “naturally” stands for. Unlike a brand’s DNA, its nurture playbook evolves frequently, constantly factoring in new competition, industry landscape and customer expectations.

Of course, even the best nurturing can’t compensate for a brand’s lack of purpose. And investing in messaging trying to mask a weak foundation is a losing proposition. Great nurturing isn’t about rewiring your brand’s DNA—it’s about identifying a brand’s natural strengths to help it become the very best version of itself. Marketing can’t manufacture authenticity, but it can most certainly amplify it.

So, just like a great name won’t guarantee your kid a spot at Juilliard (sorry to all the Melody Hornes out there), a solid brand strategy won’t automatically earn you a place in consumers’ hearts. What your brand is born with matters. But what you do with it matters more. 

All that said, if I could buy stock in Copeland Quiet now, I totally would. 

Ready to start nurturing your brand for more impact? So are we. Click here to learn more about OBP.