GOOD BRANDING SNEAKS UP ON YOU (AND REMINDS YOU WHAT YOU CARE ABOUT)

PROS & CONS OF BEING A HIGHLY EMOTIONAL PERSON
PODCAST: ON SABBATICALS, IDENTITY, SPIRITUALITY AND PERMISSION TO CHANGE

GOOD BRANDING SNEAKS UP ON YOU (AND REMINDS YOU WHAT YOU CARE ABOUT)

 

As a kid, I visited the local “sweet shop” on the way to school every morning, filling my pockets with cola bottles, black jacks and sour swirls. I’d count my pennies on the counter while the shop owner patiently waited. It was our daily routine. He knew my name but I didn’t know his. My 10-year-old brain never thought to ask.

Now in my 30s, I’ve stopped playing karma with my waist line and insulin levels.

(Bacon: too many saturated fats. Liquorice: too much fructose. Ah, the sad reality of adulting.)

Occasionally I still fantasise. over slushies. Especially on humid days and rebellious beach outings when slushes are doused with vodka. So good. 
 
I thought I had to give that up forever, until that fateful day when I stumbled upon an adorable little beverage cove, with an even more adorable shop owner. 
 
“Want a sample? You can sample any flavour” she said. 
 
“Slushes usually have syrup in them, so to make it healthier, I make them from fresh juice instead. It’s so hot in Singapore, you know?” she said, roping me in with one swift selling point.
 
And then her stories poured out:
 
As a kid she experimented with flavours, finding different ways to cool off during her summer breaks.
 
Her mum breaking ice with a piece of cloth and a hammer.
 
Picking fruit from her neighbour’s garden. 
 
Giving up sugar when her health suffered, but still wanting the comfort of her favorite drink. 
 
Story after story.
 
No overthinking.
 
Straight into the WHY:
 
Sugar sucks when you’re an adult. Try this instead. Healthier and scratches your childhood itch. 
 
(Someone should use that as their product description. If only we all were as bold as the Dollar Shave Club)
 
From Pomegranate and lemonade to green tea and blueberry; indulgence without the guilt. And all from the sweetest lady, happy to serve.
 
Kindness and nostalgia goes a long way.
 
It’s the type of thing people remember.
 
It’s the type of thing that inspires a total stranger to write a blog about you. 
 
What can I say, her charm and sincerity reminded me of the small town I grew up in Florida.
 
Alas…
 
A brand is as tangible a good product (and the message your share) and as intangible as how you make a person feel.
 
 
 

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