good people = good brands
November 13th, 2009
I’ve always been a Whole Foods fan, but today I’m even more. In 2007 I join the brand team at Nokia, back then I asked myself, what brands do I really like? I realized that there are only two brands that have won my heart: Whole Foods and Nike. Nike has been my favorite sports gear for many years, I discovered Nike sneakers when I was 8 years old, so, not only there is something about nostalgia, but also there is something about running shoes quality called Bowerman.
I spent the summer of 1990 at Berkeley, CA. studying English with two close friends of mine. It was then when I ran into Whole Foods for the first time, I noticed it was a different kind of grocery store. I wasn’t quite sure why, but it felt more cozy than the other grocery stores, it reminded me the happiness you fell when exploring street markets aisles. I liked the variety of fresh cereals they had at that time, it reminded me the way in which teas are sold and displayed in mexican markets.
Now, 2009 winter season in London, lots of people with flu and colds. Well, I’m not exemption. I have not left home for almost a week, I have a bad flu. I ran out of food this morning and my boyfriend is out of town, so I called Whole Foods Soho branch to ask them if they deliver groceries at home, like the Kensington branch. A young gentleman told me over the phone that Soho branch does not have that service. Nevertheless, he asked, why? I explained my situation – I am sick at home and ran out of food. It took me more time to explain myself, before Habib kindly offer to help me by taking my groceries request over email and then bring them home.
I could not believe it. But it is true. There are very good people out there. They get out of their way and basic job functions just to help other people. There are people with a big heart, that still can make time to listen to other people needs. There are people who know what to prioritize in life and make this a better world. Thank you Habib you made this a very special day!
Habib also reminded me a lesson about brands. No matter how good a brand strategy or brand idea is; brands are what people working for them decides to make out of them on a daily basis. All the maneuvers that take place behind the scenes reach consumers no matter what. All the good and the bad, the projects, programs, processes, structures, etc… have a true impact on the way consumers perceive brands. Employees behavior become absolutely critical in contributing to a brand success or failure. Today I like Whole Foods more than I liked it yesterday.
Entry Filed under: branding