By Vipe Desai

I’m often asked, “Is there a brand you really admire?”

There are plenty of great ones, but to truly understand what makes a brand exceptional, one that’s stood the test of centuries, you have to look beyond what’s trendy or cool.

I recently had the chance to speak with Cady Zildjian from Zildjian, a brand I’ve admired for years and here’s what makes them remarkable, and what you can learn from their 400-year legacy to build your own powerhouse brand.

Zildjian, the renowned cymbal manufacturer, has been around for 400 years, and its longevity offers some valuable business lessons. Here are key takeaways from my conversation with Cady:

1. Quality Matters: Zildjian has maintained a commitment to producing high-quality cymbals. Consistently delivering a superior product builds trust and customer loyalty over time.
2. Adaptability: Zildjian has adapted to changing musical trends and technology while staying true to its core product. Being flexible and open to innovation is crucial for long-term success.
3. Generational Succession: Zildjian is a family-run business that has successfully passed through multiple generations. Smooth transitions in leadership and a strong sense of family values contribute to the company's resilience.
4. Brand Legacy: Zildjian has built a strong brand with a rich history. Cultivate your brand and its story, it can be a powerful tool for marketing and differentiating your business.
5. Customer Relationships: Building and maintaining strong relationships with customers is key. Zildjian's close ties with musicians and understanding their needs have played a significant role in its success.
6. Global Perspective: Zildjian has embraced a global market, recognizing opportunities beyond its home base. Expanding your reach can open up new revenue streams and ensure sustainability.
7. Continuous Innovation: While honoring tradition, Zildjian has also embraced innovation. Don't be afraid to update your processes, products, and strategies to stay relevant in a changing business landscape.
8. Long-Term Vision: Zildjian's ability to think long-term has contributed to its enduring success. Balancing short-term gains with a focus on the future is a delicate but crucial aspect of business strategy.

Remember, every business is unique, and while these lessons are valuable, it's essential to adapt them to your specific industry and circumstances. 

For surf brands and retailers, the Zildjian story is a reminder that staying relevant isn’t about chasing what’s trendy, it’s about building a foundation that lasts. Quality, authenticity, and adaptability never go out of style. The surf industry’s most resilient brands will be the ones that honor their roots, invest in their communities, and evolve with purpose, just like Zildjian has for nearly 400 years.