Manifesto for success
Brands that matter to us with an authentic back story are seen as cool.
The narrative makes the experience more sticky as marketers say. Now that’s an awkward term, a self conscious term, brands that are self conscious risk eroding credibility every time they try and make the story stick.
Much like people, it’s a fine line between “show” and “tell.”
A winner for me is the Chrome store in Seattle, (@chrome_industries) apparel for city dwellers, an alternative to predictable performance clothing. It has a look and feel in tune with a younger urban crowd, and manages to display merchandise and share ethos without being patronising or working off a script.
I know it's a successful chain, and now owned by the Fuerst Group, but that doesn’t take away the facts, established in 1995 in Denver, Colorado to satisfy a need for functional, rugged clothing for on and off the bike. The design & build looks relevant and attractive and is clearly meeting the demands of a discerning audience.
The brand and the people that work in the store are passionate and engaged.
Marketing is never easy but given the choice I'd rather be social media manager for Chrome than run a facebook account for a paper towel company enlisting consumer support in a lifestyle promotion - no offense to toilet roll manufacturers intended, opinions are my own.