You Only Get One Name

In 1961 Jackie Kennedy donned a pink pillbox hat.?

The designer: Halston. All eyes were on him since then.?

His designs were based on a complete understanding of what the contemporary American woman wanted at the time.?

Halston once famously proclaimed: “I want to dress all of America!”.?

The humble beginnings of crafting hats in his spare time had evolved into something much grander. Halston’s success led him to become the head milliner at the iconic luxury department store of Bergdorf Goodman.?

His success peaked in 1978 he moved his offices into New York’s Olympic Tower on the Fifth Avenue.

Unfortunately this is one of those stories of 70’s excess and business crucial decisions.?

In 1983 signed a deal with retailer JCPenny for 1B $, making the Halston brand no longer exclusive. A year later Halston was barred from designing for the brand.

Losing all control of his brand name.?

“You only get one name, I wasn’t precious enough with mine. I sold mine and you know why I know that I sold it cheaply? Because I’d spend twice to get it back”.??

That reminds me of a lot of brands out there, struggling to scale, therefore wanting to sell their brand or neglecting them, but almost forgetting at what price. Imagine selling it for a lot of money, but you can’t keep the name nor keep building it.?

Would you spend twice to get your brand name back?