Every morning when I come in the agency front door, I walk past something left here by our former president, Pete Langmack. No, not the scratches in the floor from his fingernails as we dragged him off to his retirement back in 1997. (We’ve had those buffed out.) It’s the incredible piece of pottery he made and then presented to the agency before he retired. Its a beautiful array of blue and green glazes, in matte and gloss textures, capped by a very unique piece of driftwood on top. (I’ve always thought it looked like the hands of a creative director praying for an idea.) There’s not another piece of pottery exactly like it anywhere.
In this computer-oriented era of cut-and-paste copy, stock photos, stock illustrations, free downloadable clip art and music, that pot is a daily reminder of the importance of finding the one-of-a-kind attributes of a brand. Its most important quality … i.e., its “pith.” That’s what gives a brand the permanence and strength to weather the onslaught of its competition.
Have you ever tried throwing a pot on a potter’s wheel? Your vocabulary will be stretched to the max long before you make anything worthy of keeping. It takes skill, patience and experience … not coincidentally the same qualities for building a durable and long-lasting brand. Today, 13 years after that pot was created, its pithy qualities remain evident to everyone who sees it.
(Peter Langmack hand-throws his ceramics and glazes them using traditional raku techniques. You can check out his exquisite, and enduring, work at peterlangmack.shutterfly.com).
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