The French Maid

Apart from all the sexual connotations, did you ever wonder why the French maid doesn’t walk around with a huge vacuum cleaner, mop and bucket?

All she needs is a little duster, because she’s always cleaning. Dusk till dawn, that little duster is at it, never letting the dust settle for more than a few minutes. The work is constant and almost invisible, but the result is a space that never looks like it needs rescuing. Having a French maid might not be as economical as getting the place vacuumed once a week, but it will keep the place spotless every single day.

Most brands hire heavy-duty CEOs, brand managers, consultants, etc. The “crisis experts” so to speak. The vacuum cleaners and rust removers, eagerly wanting to justify their “summer home in Madrid” salaries. They come in when there’s already a mess, roll up their sleeves, and make a grand show of fixing it.

Ever thought of hiring a French maid? One whose sole objective is to keep the brand shiny and spotless. Not a brand manager, not a consultant, not a production supervisor — a French maid. A French maid that won’t get caught up in the nitty-gritties, the bigger picture, the vision. All she does is make sure the brand stays spotless. The kind of person who notices the chipped paint on the reception desk before a client walks in. Who knows when the tone of the brand’s Instagram captions has slipped. Who catches the small cracks in customer service before they widen.

She just might render the vacuum cleaners and rust removers useless.