The Backstory of an Infinite Brand

When we start working for a new company, in most cases, that organization has already been in the game of business for decades.

If you stay in the same company your whole life (unfortunately today this is not very common), it is presumed that the organization will continue in the game for decades after you retire.

As an Export Manager this makes even more sense! When we develop our Export Markets our aim is to grow internationally but we know that building a brand takes time! So, we are always creating the conditions for the person who is going to replace us to continue the game of internationalization.??

Based upon James P. Carse and Simon Sinek wrote a book about the Finite and Infinite Games in Business, and, on my last newsletter, I shared my thoughts on how it can influence the work of a Export Manager.

We know by now that, as Simon Sinek says, “The game of business fits the very definition of an infinite game”.

To be better instead of being the best

Simon Sinek says that “Because there is no finish line, no practical end to the game, there is no such thing as “winning” an infinite game. In an infinite game, the primary objective is to keep playing, to perpetuate the game”.

More important than being the best or number one, in a game in which there are no winners, is to consistently do better work and move forward with the vision that our company has for its future. ?That vision is what Sinek calls a Just Cause.?

If you want to understand the vision, purpose and values look at your company’s backstory!

Markers as points of reference

In your company’s backstory, you will always find markers or milestones that will serve as points of reference of great achievements. Sinek say’s that: “Those victories must serve as milestones of our progress toward an idealized future”.

The markers of a company can be:

• The company’s establishment,
• Mergers and Acquisitions,
• Partnerships,
• New Business models,
• Export to foreign markets,
• Opening of new branches or factories outside your home market.

The markers of a brand can be:

• The brand’s birthday,
• Entry into new ranges or new categories,
• New varieties, flavours, or formats.

The markers can also be used to establish future finite goals, becoming milestones that will serve as points of reference of progress toward your company’s idealized future. ???

My own Story

I started working in the Food & Drink industry when I joined Compal company in 1997. After the merger in 2009 with Sumol Group, a new company was born – Sumol+Compal - with a leading position in the category of Non-alcoholic Beverages in Portugal and with a relevant presence in more than 50 countries around the world.

The core brands that give the name to the company have a long-standing history in the Portuguese market.

In 1952, COMPAL was born in a small Portuguese town where a group of farmers and entrepreneurs decided to transform and pack Portuguese tomato. Later, in the 60s, COMPAL became known for its Juices and Nectars.

And in 2022, the brand celebrated, with its consumers around the world, it’s 70th anniversary.

In the summer of 1954, SUMOL was presented to the market. A new drink: made with Fruit Juice and Pulp, with no colourings and Lightly Carbonated.

After our founder Antonio Jo?o Eusebio conceived the product, he created a brand name which was very meaningful for his target audience: SUMOL which comes from the words SUMO plus SOL which mean JUICE and SUN in Portuguese.

Next year SUMOL will be turning 70!

My presence in the Infinite Game

Throughout my career, I worked in different sales and marketing roles, including brand manager, Retail &Wholesale Key Account Manager and Marketing Director for the Portuguese market and, over the last 10 years, as the Head of Export Markets.

I have been working with the Sumol Brand for 14 years and with the brand Compal for the last 25. It’s not so long when compared with the longevity of both brands which are about 70 years old.

Although my time in the company may seem long, I have only worked for 1/3 of Compal’s life and 1/5 of Sumol’s.

Yes, I have been present in some of the important markers of both brands:

• In 1998, Compal launches Compal Vital, a new category of nectars with vitamins.
• In 2006, Compal launches Compal Essential and created the new fruit shots segment.?
• In 2009, the merger of Sumol group and Compal.
• In 2012, the acquisition of a factory in Mozambique. The launch of COMPAL brand made from local production.
• In 2018, First international franchising partnership of SUMOL brand in Gabon.

But I also missed some relevant milestones:

• In 1945, the company REFRIGOR was born.
• In 1952, the brand COMPAL was born.
• In 1954, the brand SUMOL was born.
• In 1965, The COMPAL brand launches its Juices and Nectars range.
• In 1968, the Company introduces, for the first time in Portugal, the franchising system. The creation of other industrial companies in different parts of the country, in which the company would always be a partner, thus ensuring the presence of SUMOL all over the territory.
• In 1971, the first franchise agreement with the 7Up brand.
• In 1987, the company establish a franchise agreement with PepsiCo (including the brands, Pepsi, 7up and Gatorade).

Moreover, I never met Antonio Jo?o Eusébio personally since he passed away in the year 2000, 9 years before the merger with Compal.

Working in the service of an infinite brand is the reason behind working on weekends and taking frequent business trips. But it’s worth it!

I can never forget that the brands that we work with are much bigger than ours. If we take care of them and hand them down to the next generation of managers in a better position than we started out, then we did the job that we were supposed to! Taking care of an infinite brand!

What are your thoughts on the subject? Do you believe that having a good backstory helps you understand the vision of the company you work for? Please share your opinion!

Sources:

Finite and Infinite Games – A Vision of Life as play and Possibility (James P. Carse, 1986)

The Infinite Game (Simon Sinek, 2019)

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