The Story of Fermata
Commonly known as a “grand pause,” a Fermata is an indication in music instructing the player to “hold” the note for longer than its standard term.
In our vernacular, a Fermata is a moment of action before the action. It is a guided discipline of innovative thinking hell-bent on arriving at a concise strategic plan for guiding Fermata's partners well into the future. All actions pursued after the "grand pause" are more meaningful, more focused, and more consistent with the partner's aspirations for the future.
The founding partners of Fermata have spent 70 collective years working at the intersection of collegiate institutions and commercial enterprises - two groups with dramatically different speeds.
While working with universities - public and private, large and small, progressive and cautious - the partners of Fermata built a strong acumen in strategically building brands for the long-term. Many collegiate brands date back to the 1800's. Stewarding these brands through the intricate global retail climate enriched our knowledge base with many learnings - most notably, the importance of a well-timed pause in constructing and executing strategy.
Commercial enterprises, on the other hand, are generally focused on rapid progression in pursuit of immediate results. When pursued as part of an overarching strategy, this singular focus on speed is productive. The line, however, is a fine one. Speed kills strategy if strategy is not controlling the speed.
Fermata Partners is our solution for brands, licensees, corporations, and collegiate institutions to strike the right cadence between speed and strategy in today's world. Smart. Brand. Strategy.