Jay Yoo

This is quite a conundrum. The brand name I want to launch, when read literally, can mean certain parts of the male and female anatomy. When used in a machine shop or with engineers, they are common industry terms for pieces and parts. The artist in ‘Jay’ wants to just go for it. It is a full expression of a particular ideal for the world I want for others (be Independent). Then there is this ironic pull back from the business side of ‘Jay’ that stems from learning to be cautious and pragmatic around doing something that could/should be accepted by the masses.

On this one, most everything checks off:

• My wife is crazy about the idea!
• When I show the logo to most young people (30 and under), they laugh and want to wear it (like on the front of a shirt blown up for the world).
• You never (I mean never) will forget the name.
• It’s original.

So I struggle. I struggle because, when I ask people if they would wear it to work, they say “only if no one else can see the logo.” Also, it is just too easy for it to be misinterpreted from the spoken word unless your are a mechanic, machinist or engineer. In other words, people could wear it for flare rather than what it really stands for (Independence). Lastly, it just might turn some current customer off.

Going with the gut on this one is complex: Art vs. Business. I am pretty tired of business as usual…

Jay

Chris Karman is a long time friend from way back in the day.  It’s great that he moved back from New Jersey, especially because of the success he is creating in the region.  He and his furniture manufacturing company, Amish Mills, were recently featured in Inside Business for their phenomenal growth over the past few years.  This year’s sales are expected to grow by 50%, despite a down economy.  Knowing Chris, I am sure these projections are conservative.

Great stuff, Chris!  Keep it up.