Lois Brayfield, CEO
I’m heartbroken to learn that last week, after battling cancer, industry leader and icon Glenda Shasho-Jones has passed away. Our paths first crossed in the mid-’90s when she critiqued a catalog I worked on as Creative Director and – wow – she taught me more with her assessment than I’d learned in my 4+ years of college. Five years later, when I found myself on a panel with her at the DMA Catalog Conference, I found her passion contagious. In the years since I’ve learned so much from this beautiful, incredible woman.
So in tribute to an icon and friend, I’d like to share what Glenda meant to me – and to the industry – over the last 25 years.
Glenda was a visionary. She was the first one in the catalog industry that dared mention the word “brand.” In the ’90s she shared with audiences how important it was to differentiate and be a story-teller when the rule of the day was that design should be driven by data. And to my knowledge, she was the only one in the catalog industry talking about the importance of consumer insights and research. She put her passion into a book, called “The Identity Trinity” in which she foretold how the brands that didn’t embrace creating an emotional connection with their customers would eventually lose out. And how right she was!
I believed in Glenda’s vision so much that as we approached the new millennium, I made a conscious decision to add branding as one of our core competences. I give Glenda credit for our evolution.
Glenda was generous. While meeting in New York, Glenda would often open her apartment to myself and others, graciously sharing her space. She believed in giving back to our community and served on multiple boards including the DMA, NEMOA and the NYDMA. She served on countless content committees, helping develop relevant curriculum she believed our industry needed. Glenda frequently spoke in front of standing-room-only audiences, using case studies and research to back up her point of view.
Glenda was a collaborator and a real-world embodiment of the notion that the whole is greater than the sum of its parts. We might have been competitors, but I cannot tell you how many times she openly shared her knowledge with me and others.
Glenda was a rule-breaker in both her personal and professional life but always had a plan. Back in the day, when the rules of catalog design were driven by square-inch analysis, eye-flow and hot spots, Glenda was willing to take risks, break the rules and try new things. She freely admitted that sometimes they didn’t work, but with every test, she and the brands she worked for became smarter and better at their craft. I humbly admit that a few times I would think to myself, “You can’t do that!” And then later, be convinced by the results of her work.
Glenda taught us that while being cognizant of the rules, it’s just as important to know when to break the rules.
Since learning of her passing, I continue to reflect on how much has changed in our industry and how Glenda had a part in its evolution.
While I didn’t know her family, I do know that she was also a mother, sister, and daughter. If the impact she had on me through our professional relationship is an indication, I imagine she must be terribly missed by those that knew her best. Her beautiful spirit, smile, and passion live on through the legacy of her generosity of spirit. She inspired many, she made a difference and she would challenge all of us to do the same.
