Today I discovered some great brand thinkers who happen to be bike mechanics. 178 Cyclery in Brooklyn have inverted the process of buying a bike. Rather then selling you something from the stock they have in store or what they can order from their supplier, they accompany and guide you on a process of discovery and learning tailoring a custom bike that is as unique as you are.
Now most decent bike shops will engage you in a short process of inquiry, to find out what model of their’s will suit you. 178 turned that on its head. Through a collaborative, on line – off line journey they build up a vision of what your new bike should and can be.
Then things get really interesting. Their collaboration takes things to a new level where they invite you to the build of the bike. You are not only invited to watch, but to actually get involved, to even build the bike yourself! A moment of truly magical brand theatre. Getting hands on, learning about the process, the theory, the very mechanism that is a bike bonds the rider to the bike and the brand in a whole new way.
Joe from 718 explains it best himself:
Now it’s clear Joe loves bikes and loves to build bikes, but he also loves to share, to take his customer on a journey. As he says himself, they’re not giving away anything to precious here, no mysteries of bike building IP. But by demystifying a daunting process and expressing themselves with love and care they’ve tapped into a kind brand magic most companies only dream of.
Does you brand need some love? Come talk to us about tipping things over to release your brands magic.