South Beach, where I live, is a brander’s paradise.
No, I’m not just talking about the ubiquitous retailers, including Sunglass Hut which opens its largest store in the nation tomorrow or the always-packed Apple store.
In an instant, even the untrained eye spots the sunburned tourists, the convention goers, the college students, the wealthy Brazilians, the homeless, the religious (the Miami Beach Community Church built in 1921 on Lincoln Road is a local institution) - yes, everything and everyone is branding themselves.
All vie for attention, using all the senses – the ever changing group of young women hired by restaurants to entice passersby to eat at their establishment, the wafts of perfume, the clothes, the feel of the just-ripe fruits, the DJs in the trendy stores, and, above all, the powerful logos.
But once they’ve got your attention, then what? Who hasn’t had a bad meal, even in a highly-rated restaurant? Or a terrible date? Or bought overripe fruit? Or walked out of a store because there is nothing in our size or the quality of the material is substandard? As my good friend, Chris Gammill and I constanty discuss, the experience matters.
What experience are you delivering?
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