Building Brands On Joy And Happiness
Published in Branding Strategy Insider on January 5, 2022
In November, Niko Omilana opened a fake “not Apple” pop-up store in London (video here) to prank Apple and steal its customers, but also to send a message about the sky-rocketing prices of Apple products without much customer innovation or increased utility.
And although it might look daft at first, the idea behind it is rock solid. In fact, it’s genius. Just imagine how much joy brands could spread if they did a meaningless act like this once a year to make people happy and in turn strengthen their customer loyalty…
Using Brands Strategically As Vehicles For Social Good
And now, imagine if EVERY BRAND did this. How much our relationship with brands would change and transform. We wouldn’t see them necessarily only as vehicles of over-consumption and corporate greed. We would see them as vehicles for social good. Not selling us aspirational happiness, but generating real happiness.
