How To Scale Without Losing Your Soul: Part I

Three common mistakes brands make at critical stages of growth.

Last week, I shared my analysis of The Body Shop’s fall from grace, and made a case for its revival. I suggested that nothing short of a complete brand transformation is required if the company hopes to compete in today’s consumer economy.

Their story is a cautionary tale for modern brands that start with so much soul and a vision to be a force for good. As they rose to the top, a series of misguided decisions led them astray, stressing the delicate balance between growth and integrity. This got me thinking more deeply about what brands should do to avoid a similar fate as The Body Shop and scale without losing their soul.

In this two-part series, I’ll share common mistakes brands make at critical stages of growth, and what brands can do to keep their soul intact as they scale.