Small items of delight

Sometimes there are big items or changes that affect brands, but more often than not it is an aggregation of little things that come together to make a brand special. Tom Peters used to talk of ‘small moments of delight’ – when a brand presents something small, new and surprising. It’s not necessarily going the extra mile, but often just the extra yard… then doing it again and again. Tiny points: slightly more thoughtful packaging, pro-active client service, an unexpected loyalty reward. Think of your favourite brands and what makes them special – I would suggest there may not be one ‘Big Thing’, but half a dozen small things they do very well.

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