Yes, it might sound like a bit of a rant, but we can't help ourselves. As creative types (nerds), with a keen eye for detail, we're always aware of what's going on around us during the day to day in and around the studio. Most days we end up grabbing a quick working lunch from one of our trusted Soho food joints. I like to minimise the amount of choices I need to take in one day, and like to be loyal to my local lunch spots, so I usually find myself in one of three places - Wholefoods, Pret or Itsu. The last on the list always deliver a consistently good (not great) service and product. I also thought the same of Wholefoods and Pret. However, this week I had two small but meaningful moments where I stopped and was given reason to question my brand loyalty:
On Monday Wholefoods decided to keep the price of their brown rice spicy salmon avocado the same (bravo), but remove one piece from the box to reduce the contents from 9 to 8, in the hope that nobody will notice... really?
The next day Pret staff insisted on dropping my salmon and rice ball box sideways into their one size bag, even after I explained that It probably wasn't a god idea. My hunch was proved correct when I got back to the studio and unpacked the very small bag to discover a nice box of scrambled salmon rice balls... really?
Ok, that's enough of that. To finish on a positive note, as we always like to do, during the same week we had some new Apple products delivered. We know that you've heard a million and one stories about how great Apple are. Yep, their products are consistently good. However, they never stop surprising us with their attention to the micro detail, time and time again. After unpacking the boxes we were left with a pile of cardboard packing bits. We would normally throw away such cardboard packing bits. However, these cardboard packing bits were made by Apple and are 100% on brand - beautifully designed and easy to use. We just couldn't part with them and ended up using them as book ends:
There might not be much of a logical link between sushi, salmon balls and cardboard packing bits. For us there is. Brands need to keep their eye on the sushi and salmon balls and keep paying attention to the detail. As soon as the detail starts to slip brands find themselves on a slippery path... just ask anyone at Tesco or BHS.