When I was (reluctantly) at the mall yesterday, I was reminded of the tremendous potential for brand building during the holidays.
Not shopping, not buying things.
Brand building.
By creating communities.
With all of the giving and cheer, when people are at their best and most in the mood to spread good tidings, think about the tremendous opportunity to build communities of people who are passionate about the same thing.
Apple comes closest, for all the obvious reasons. The atmosphere in their store is kind of like a big party that everyone cool and nice is invited to. All of the people in there have something in common, whether you can put your finger on it or not.
Can’t say many other stores/brands have it right. But think of the community-building opportunities, all over the mall. A massive captive audience filled with the spirit of the season and theoretically, willing to take the time to address how they feel about their most (or least) favorite brands.
Even the guy in the SUV who blew off a stop sign and gave me the finger as he raced off at 40 mph. That’s a disgruntled patron with valuable input. What if the mall planners could ask him how they could improve the parking and throughways during the holiday? And what if he had suggestions, and the planners adapted per his suggestions? Think of the good faith that would engender and the allegiance that could be created.
If only someone asked the Grinch why he hated Christmas so much. So much heartache could’ve been avoided, so much Whoville brand building and community planning could’ve been achieved.
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