A prayer for the world’s great small brands.
When I think of who needs help right now, I don’t think of big brands—even though I’m sure Delta and American Airlines and Hilton are hurting in their own way. That’s just not where I go. I think of the truly great small brands. There are millions of them. These are the brands that make your corner of the world cool and interesting. They’re restaurants and clubs, small apparel brands, energy bars and fitness centers, bakeries… all those incredible, cool brands that define and capture the zeitgeist of any American city. That’s where I wanna see the help go.
If the canopy of American capitalism is defined by brands like Home Depot and Coke, McDonald’s and Old Navy, Pfizer and Ford, the understory is the little brands. No less great, yet infinitely more interesting. At Grove, we’ve had the privilege of working with one or two of them ourselves. But this is a call to arms to support all of them, not just ours. I hope every single one of them makes it. The world is much more fun and interesting with them in it. I hope you’ll join me by supporting the great small brands in your neck of the woods. In the words of the late, great Jerry Garcia, “You’re gonna miss me when I’m gone.”
