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Globally there is great excitement about the simultaneous launch of the Galaxy Note 5 and the S6 Edge+ as the war with arch-rival Apple intensifies. I’ll leave specification explanations to those who actually understand them. I was more interested in the brand hype. As feature after feature was disclosed in well-rehearsed presentations, I could feel the room quivering with excitement. It was all about waiting for the big improvement reveal and when people would finally get their hands on the product. When the shelf-dates were finally announced I, too, stood and applauded and I know not why.
The secret of building a strong brand, I realised, is to create perpetual moments of anticipation and make consumers look forward to the wait. I have no doubt the products will meet high expectations for some and probably disappoint others. Until the next big launch when the waiting begins all over again.
After all that excitement a little nourishment was needed. The Chipotle Mexican food brand has staked out a clever position in the area of ethical and sustainable fare. The tacos, burritos and all the fillings come from farms where animals are cuddled and read stories to at night and vegetables are pampered before plucking. And the strategy is working. I joined a line of patient New Yorkers (an oxymoron if ever there was one) for 25 minutes in expectation of an organic feast. When I finally got to the front of the line, and having learnt the biodegradable menu by heart, I chose chicken, black beans, a little guacamole and chilli served in a recyclable container. I sat at a long table of brand disciples and, truth be told, it was just okay. Not cartwheel inducing, but satisfying enough. But the brand had made me wait in expectation of a heightened culinary experience and I was fully prepared to do so. I could have left but I chose to immerse myself in the entire experience and hang about.
So here’s how it works. Tell the market what you plan, do it and invest in a big piece of thread to allow customer dangle-time.
