Things that just work

IF!PSFK are running a little commentary about the Tilley Hat today. I happen to have one of these hats as a legacy of a safari a couple of years back. I'll probably never wear the thing again but it is a good thing. Piers' point is the genius of Tilley is in the word of mouth the brand inspires - there's a secret little envelope of 'brag tags' - stories and testimonials - hidden in the secret label pocket, for you to pass on, or add to. However, I think there's something more about Tilley. They just work. They do exactly what you want , do it well, and are thoroughly thought-through. They are conceived (planning) designed (creative) and engineered (production) superbly. Next time we're asked to create a word of mouth or buzz campaign, it's worth asking if the product is good as a Tilley. And that our ideas are as interesting.