Group Y Content : Defining Brand DNA

In this Week’s Group Y Content, we discuss defining brand DNA, the secret recipe of Oakley, and reimagining brand storytelling.

Every Thursday, we'll share highlights from our past speakers and events, including summaries, videos, podcasts, and actionable insights that will empower you both personally and professionally, designed to inspire, educate, and exclusive to our members.

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Defining Brand DNA

The Secret Recipe of Oakley & Reimagining Brand Storytelling

Brian Takumi, the VP of Creative & Soul for Oakley, delivered an engaging and insightful presentation at CreativityFlow. He focused on the evolution of the Oakley brand and the importance of storytelling in brand identity. With a rich background in graphic design and a deep-rooted passion for art, Brian shared his personal journey from a Southern California kid enamored with BMX and art to a pivotal role in shaping the Oakley brand.

Brian began by emphasizing the significance of understanding what a brand truly represents. He introduced the concept of "What you do matters," framing his discussion around the idea that every action a brand takes contributes to its identity. He highlighted the importance of defining a brand's essence, moving beyond subjective opinions like "cool" or "sporty" to establish a clear and objective understanding of what makes Oakley unique.

Drawing from his experiences, Brian recounted how he transitioned from traditional graphic design to becoming the head of apparel design at Oakley. He explained how his artistic background allowed him to create meaningful designs that resonated with the brand's identity. As Oakley evolved under the ownership of Essilor Luxottica, Brian faced the challenge of maintaining the brand's distinctiveness within a large corporate structure. He discussed the need for a "secret recipe" to define Oakley's DNA, which involved identifying core beliefs and motivations that drive the brand.

Brian introduced the concept of "Primal Branding," referencing Patrick Hanlon's framework that outlines the elements necessary for building a strong brand community. He elaborated on the importance of origin stories, creeds, icons, rituals, and the lexicon in creating a brand culture. Using examples from well-known brands like Apple and Starbucks, he illustrated how these elements contribute to a brand's identity and community.

The presentation also touched on Oakley's rich history, from its beginnings as a motorcycle grip company to its pioneering role in the sport-performance eyewear market. Brian emphasized the importance of storytelling in connecting with consumers and how Oakley's origin story continues to inspire its future direction.

As he looked ahead, Brian shared Oakley's vision for the future, which includes leveraging cinematic storytelling to create a cohesive brand narrative. He introduced the concept of "Protopia," a term coined by Kevin Kelly, which represents a journey toward a better future rather than a static ideal. Brian explained how Oakley aims to inspire hope and innovation through its upcoming projects, including a new narrative-driven campaign that builds on the legacy of the iconic "Max Fearlight" commercial from 1992.

Brian Takumi's presentation at CreativityFlow was a compelling exploration of brand identity, storytelling, and the creative process. He encouraged attendees to think critically about their own brand narratives and to embrace the journey of innovation, ultimately inspiring a vision of hope for the future.

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Igniting Change

More speaker recaps from past events like Igniting Change with Ryan Hitzel of Roark.

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