We always had a very clear vision for THE PROTEIN WORKS™. Not just the big stuff, but also the small details; the things that set great brands apart. As anyone who has tried to go it alone and start their own business will testify, it's all very well having a vision but the key is in bringing it to life and making it happen.
We're extremely proud to have done that with TPW™. Not only that, but seeing the reaction from you guys to what we do and how we do it shows that we're on the right track.
At the core of this vision for TPW™, there has always been one over-riding, all-important ethos and that is to BE DIFFERENT.
The sports nutrition market has grown massively in the last few years and we've seen a lot of changes in that time, but if we're honest there hasn't been a whole lot of innovation. We felt that things needed shaking up a bit, and although that takes time, investment and very talented people, it was totally paramount for us. We didn't want to be a follower brand, a "me-too" company, that just isn't us. It doesn't get us up in the morning, it doesn't achieve anything and most importantly, it isn't what you guys want.
Our latest ad campaign, "We Didn't Come to Imitate, We Came to Innovate" captures what we're all about. That's not just in the constant stream of ground-breaking products that come out of the TPW™ Lab, but also in how we look after you when things go wrong and the experience you get when you come online with us.
It's great to see our website nominated for prestigious digital awards and even better hearing all your positive feedback and encouragement on a daily basis. Things like being the number one sports nutrition brand on TrustPilot, a totally independent review site, are nothing in themselves. They are though testimony to the hard work the entire TPW™ team do on a daily basis to go the extra mile for each and every customer who is part of TPW™. After all, that's what teams do, right?!
Leaders & Followers
The old saying goes that imitation is the highest form of flattery, and we've certainly been kept amused by the number of brands out there right now attempting to copy what we do. I guess that's the way of the world! When we chose orange and carbon grey as our brand colours, we did so because no one else used them. It was about being different. Now it seems no matter what a brand's colours are, they want to be orange and carbon grey! No matter what our offers and headlines are, they want theirs to be the same.
Natural flavours and colours, protein porridge, protein pancakes, lifetime guarantee, create your own formula, 100% all natural protein shake, the list of "UK first" innovations goes on and on and you can read the full list of innovations here: http://www.theproteinworks.com/innovations.
With many so called "leading brands" now copying what we do, albeit a long way behind, it makes us smile to think the TPW™ Lab is quickly making a name for itself in the sports nutrition industry in Europe. We saw an image recently which is very apt - see first image on the right!
Apple once ran an ad campaign called "Think Different" with the late Steve Jobs narrating:
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
We certainly aren't comparing ourselves to Apple in any way. We do though take inspiration from them, in the same way we get inspired by supreme athletes and great sporting achievements.
Bigger & Better in 2014
We know from all your feedback that you guys completely get what we're about and share our vision to not only be different, but to be the best that you can be. In 2014, that is exactly what you are going to get from TPW™. Continuing to challenge the norm, to innovate at a rate that no one else can match, to listen even more to what you want and be 100% committed to the original core values of THE PROTEIN WORKS™.
To finish off, here's another great quote from Mr Jobs which we have emblazoned on one of our walls here at TPW™ Towers:
“Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.”
From everyone in team TPW™, have a great 2014.