Small business owners in France have a way of merchandising and “romancing their brand” that’s well worth learning and emulating.
Parisian shopkeepers have mastered the art of visualizing the essence of the products in their store, of selling the dream of what those products (or brands) might do for you.
For a moment, as you linger by the window, you’re living the dream, imagining how you might look better, or become happier, healthier if only you owned […whatever it is they have for sale.]
You can see this merchandising talent on display even in French farmers’ markets, even in smaller towns and cities (like these strawberries from Nice.)
The power of simplicity. I love the concept of simplicity, but it’s so hard to put into practice.
Clearly, it’s easier to achieve simplicity in a small shop. Getting to clarity in large enterprises is a much more challenging endeavor, given the corporate politics and diverging viewpoints of many stakeholders.
Even so, the quest for brand clarity is worth the hard work to get there.