We had a fun strategy session yesterday with a local small business owner, uncovering their unrealized business goals and exploring how they can grow. One area that we kept coming back to (and one that honestly I think we could always do a better job at in our own practice) was to consider all the ways that people interact with your brand and to approach each of those creatively, considering how that interaction could be differentiated, improved, and made more relevant to your brand. Here’s a couple of examples.
In Amsterdam, Albert Heijn is the leading grocery chain. As tourists, we needed a cheap SIM card to drop into our unlocked mobile phone. The different options were commodities, all priced identically. But this packaging swayed us. It’s a grocery store’s branded mobile phone service and it is packaged like something you’d find at a grocery store! How charming! Sadly, the printed instructions and the voice prompts were all in Dutch. Worse, even our Dutch-speaking friends weren’t able to get us up and running; we had an account with a zero balance. So while the packaging was persuasive at purchase time, the idea of getting mobile service from a grocery chain now seems rather stupid and I’m only reminded of how we wasted 15.00€.
The bathroom signage at the Belgian Comic Strip Center in Brussels use the same vernacular that the organization celebrates. This is a very simple detail, inexpensively realized, that added a small moment of delight to a necessary errand.