Episode 18: Building Iconic Brands: A Conversation with The Vermont Teddy Bear Company Founder, John Sortino
As someone who hails from the Bahamas and Springfield, Mass., my journey into the world of marketing and branding might seem like an unlikely one. But if there's one thing I've learned from my experiences and the remarkable individuals I've had the privilege to meet, it's that great mentors can shape your path and redefine your perspective. In this blog article, I want to share my personal journey and the invaluable lessons I've learned from the legendary John Sortino, a man whose wisdom and insights have left an indelible mark on my understanding of branding and marketing.
The Introduction
I first crossed paths with John Sortino when I launched my first business, Stinky Cakes. You could say he's a marketing guru, known for his remarkable achievements in the business world. From creating the iconic Vermont Teddy Bear brand to his unexpected venture into NASCAR sponsorship, John Sortino's story is a testament to the power of branding and the unexpected avenues it can take you down.
John Sortino: A Humble Legend
John Sortino was not your typical CEO. He's the kind of person who simplifies complex marketing concepts effortlessly, making them accessible to everyone, from high school students to seasoned professionals. But what strikes me the most about him is his humility. Despite his incredible success, he remains down-to-earth, always ready to share his knowledge and wisdom with others.
Building Brands, One Stitch at a Time
One of the most profound lessons John shares in this episode of MAC Podcast was the importance of truly understanding your product or service. John's journey began with the Vermont Teddy Bear Company, where he emphasized the intricacies of his teddy bears, particularly the 12 stitches per inch. He didn't just market a product; he showcased quality, and that made all the difference.
The Unexpected NASCAR Connection
Perhaps the most surprising twist in John's journey was his NASCAR sponsorship. He initially hesitated but quickly recognized the potential of reaching 7 million viewers every Saturday for 27 weeks. Joining the Southern NASCAR community was a smart pivot that breathed new life into his brand. This teaches the importance of listening to your market and adapting to their preferences.
The Power of Simplicity
John's approach to branding can be summed up in four words: "Two coats of paint." Those simple yet powerful words from a refrigerator salesman in the '40s stuck with him. Likewise, John's emphasis on simplicity – like "12 stitches per inch" – shows that sometimes, less is more when it comes to branding.
The Long, Lonely, Boring Work
John talks about the long, lonely, boring work (LBW) that goes into building a brand. It's not all glitz and glamour; it's about knowing your product inside out, studying its history, and constantly improving. This concept has transformed how I approach business, reminding me that good marketing is never wasted.
Conclusion
In closing, my journey with John Sortino has been nothing short of transformative. From understanding the intricacies of branding to the power of simplicity and the significance of the long, lonely, boring work, I've gained a deeper appreciation for the world of marketing. John's wisdom has not only shaped my understanding but has also influenced the next generation of marketers, as I've seen students inspired to take action and start their own ventures.
If you're ever fortunate enough to meet someone like John Sortino, soak in every piece of advice, embrace simplicity, and never underestimate the value of the LBW. It's a journey that might lead you to unexpected places, just as it did for me. As I continue to learn and grow in the world of marketing and branding, I'll continue sharing the knowledge I gain with you!