Details
Today I visited an Apple store and bought a Mac Air. I certainly value the design and product innovation Apple continues to deliver, and the in-store experience was similarly inspiring.
The products were arranged for me to test. A large staff offered customers one-on-one attention. My computer was ordered electronically from a demo on the floor. The sales person ran my credit card through a custom iPhone app. I signed electronically using my finger, and a receipt was sent to me by e-mail. The bag was a backpack.
Clearly, Apple is iconic, yet every brand has the ability to examine such details. Moe’s Southwest Grill rethought the greeting with: “Welcome to Moe’s.” Luxury stores pay reverence to their wares when they wrap them in tissue and put them in beautiful bags. Patagonia’s shoeboxes are printed to encourage reuse as storage vessels.
Patagonia shoebox
Rethinking something basic is a wonderful way to make your brand more distinct. Given the continued volatility of today’s economy, experience-centric brand thinking makes perfect sense. Think about it, a greeting doesn’t cost a thing.
