Brand is a Paella in the mind

What is a good brand if not a memorable dish like a paella?

I'm not Spanish, but growing up just across the border, paella is something I’m definitely familiar with. Before me and my wife went vegan, we used to make it often, but . . . never as good as the 'Paella a la Marinera' my friend Felio prepared years ago on New Year's Eve.

That night, the six of us, still without kids, drank Ratsherrn and chattered in the kitchen while Felio worked his magic. Once he added the mussels, shrimps, and clams, the 'paellera' was already hot and colorful from the golden 'sofrito'. The rich scent of saffron, paprika, seafood, and the barely opened windows - it was winter after all - slowly created a dense atmosphere that took everyone in, even those who, like the rest of us, didn’t do much besides chopping onions and setting the table.

As the rice absorbed the juices and engaged in a nice and long conversation with all the other ingredients inside the paellera, I too was happy sipping my beer and catching up with good friends that I hadn’t seen in a while.

Then . . . once the paella was unveiled . . . a work of art. Not like the kind of delicate gourmet dish where each ingredient takes its place in a carefully composed canvas. No, it was brutal, chaotic, more akin to an explosion where you could still identify some bits and pieces, but it was all now mingled together. Everything transformed by the power of fire into a memorable dish.

But a good paella isn’t easy to get right. One misstep, and I guess the whole thing could have been different. The rice could have burned instead of building up a delicious crust at the bottom of the paellera. The prawns could have been dry instead of deliciously tender and juicy. The sofrito could have been burnt, saffron overused, weak fish stock… the night wouldn't be ruined, but maybe it would have been forgettable.

And what is a good brand if not a memorable dish like that paella? A dish where every component - from the rice to the prawns, from the products to the communications - is working in harmony to create a lasting impression. Not necessarily a fancy, high-end dish, but a dish that takes you in an experience so good, that any imperfections are seamlessly masked by its overall impression.

And I can say that years later, long after all was said and eaten, that 'Paella a la Marinera' still lives in my mind, just like a good brand should.

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