Threadless was created on the foundation that they would willingly place their business and the future of the brand, in the hands of their customers and their online community. Yeah, the stones they must have, right? They never set out to alienate their fans by creating online communities for the purpose of monetizing them. Rather they focused on creating a shared interest and passion between consumer and the brand. Their popularity was entirely word of mouth and online buzz. They are the perfect case study for marketers on how to succeed and grow your brand using social media. But it’s ironic that ad people would have such a deep affection for a comapny that truly sets the standard for honesty, respect and transparency as a brand. Which at least 75% of the time ad people are paid to cover up or persuade people to ignore the lack of transparency or honesty in a brand. Plus, Threadless was able to achieve incredible success and loyalty in their consumers without spending a dime on traditional advertising or ever tapping an agency to help them get to where they are.

Do ad people secretly cheer for the underdogs? The lucky few companies who can succeed without their years of experience, creativity, and killer pitches catered by Daniel et Daniel?

Perhaps ad people are somewhat jealous of Threadless? Rarely do you meet a client or company so willing to put their customers happiness and satisfaction ahead of their profits or tripling their ROI. If they had an AOR, could you imagine the freedom and creativity they would let agencies get away with?

So why don’t other companies follow the Threadless model?

Shhhhhhh, silly! If that were the case there would be no need for ad agencies. And we can’t have that now can we. Who would I write about all day?

Whatever the case, ad people’s love for Threadless could simply be an almost puppy dog crush, due to Threadless’ oblivious and naive way they approach running their business. They make building a community and fan base seem so nonchalant and easy. “What do you want to do today?”, “I don’t know, wanna start a company that goes against all traditional business models and advertising strategies…or we could watch Lord of The Rings, I’m down for either?”

For example, take a look at the way Threadless handles their permission marketing and weekly e-mail.

Every week Threadless sends out their weekly e-mail to all their fans and subscription customers. In one Monday e-mail, they made an error and followed the intital e-mail with a second, which was an apology stating:

Oops! Due to a last minute template switch, we sent you an e-mail today without a working unsubscribe link. Here’s the link to the subscription center, were you can unsubscribe and manage your subscription.

Sorry for the oversight! Your friends at Threadless.

Can you imagine the gall and cojones they must have to reveal such an error. Several CMO’s would experience a heart attack if a company employee sent out an e-mail like that. The nerve, not only willingly letting people opt out and walk away from their business but guiding them along the way to doing so!

It’s been well documented that many of the coolest things around today are spawned from the people who work in ad agencies. They know cool, hip, trendy and ride the crest of awesomeness on a daily basis. So, it’s no surprise that ad people would find a company who has built a reputation for cultivating online awesomeness appealing. Regardless, one does find it strange, if not ironical, that ad people would have such adoration for a company who rose to fame by rejecting the traditional advertising mold and very industry that they work in. It’s like a company that manufactures steroids, secretly cheering for the baseball player who who hits 763 homer all on his own.