“My first impression, when I heard of the company,” notes a current Big Ass Fans employee, “is that I would never work for this company in my life.” A bold name does hold some risks, even for a company that makes gigantic industrial fans. CEO Carey Smith found, however, that his decision to commit to the name yielded tremendous rewards.
Mike O’Toole, President of PJA Advertising + Marketing, talks with Smith in the first episode of PJA’s new radio show, The Uncoventionals, which our Center on Global Brand Leadership is proud to be sponsoring.
In a wonderful and frank conversation, CEO Smith talks about:
- How the name was inspired by listening to the customer
- How it differentiated the company’s communications in a traditionally bland industry
- How it created a purpose that drives his tribe of nearly 300 employees to live up to this moniker, with a focus on R&D to build the best fans possible
As Smith notes, “it peaks interest, but that isn’t building a business…. It has, though, given us an opportunity to build a company that is substantial.” It starts with the name, but it can’t stop there.
Listen to Carey Smith for insights that you can apply to your business.
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