Consciously think about extraordinary brand gestures
In reference to Australians celebrating Australia Day on the 26th of January, Ann Rennie wrote a great piece in The Age newspaper reminding us how the ordinary enables us to discern the extraordinary. She wrote:
“We spend most of our lives in ordinary time, but this must not be dismissed as unimportant because it is prosaic. For it is through the grit and grind of the ordinary that the light of the extraordinary shines. Without the routine we would not know the revelatory. Through the haze of the humdrum we can still see the heavenly.”
Rennie’s perspective on life provides a great insight for brand owners. It is a reminder that across so many categories customers simply experience the ordinary. The quest for removing costs and improving efficiencies in brand ecosystems typically means we are all served up a mediocre experience. Likewise the tendency for competitors in different categories to all morph towards the same proposition, means that one brand experience is very similar to another, and we are not necessarily talking heavenly here.
In Australia it is very difficult to separate offers. Think our petrol brands, think our banks, think our supermarkets and most other categories. So often our choice of brand comes down to habit or convenience in terms of location. It is not a choice founded on the expectation of experiencing the extraordinary.
However, what I like about Rennie’s perspective is that it reminds us that bar is currently set very low. That if brand managers actually indulged in a creative session to explore how to introduce an uplifting dimension to the brand experiences they have on offer, then it may not be too difficult to lift beyond the ho hum. It does not even have to be every customer every time – simply from time to time consider how you can inject into the life of your best customers a slice of delight. The one thing we all know is that if you are not thinking about it, it will never happen.