Brand Excellence

Successful brands are the result of hard work, strong character, and personal sacrifice. More so, there's a distinctive philosophy shared by all that personalizes the brand and brings it to life. It's a code that all participants believe in, and live by in order to be the brand.

The E. & J. Gallo Winery has a code. It began with the company's creation in 1933 and evolved over time. It originated from the deep, personal conviction of Ernest Gallo and his brother, Julio. Remarkably, it is shared by everyone, from the sales rep on the street to the executives who run the winery. And, it has been effective. For Gallo, the code is a living recipe for innovation, strength, and of course, brand excellence. Here's the Gallo code as this writer once knew and practiced it:

1. Give attention to detail
2. Strive for perfection
3. Have a sense of urgency
4. Plan your work, then work your plan
5. It's better to ask for forgiveness than to ask for permission

There's one more: take courage. These words grace a small, almost unnoticeable sign that hangs from the far wall of Gallo's mahogany paneled board room. It's a reminder that the code is hard to live by, but the pursuit of excellence is supported by all.