So I'm driving my son to swim team practice last Thursday night. He's 9. Third grade.
As we drive to the pool, we stop at a light next to a donut delivery truck. It's hard to miss. It's a big box truck, with full graphics wrapped on the sides and back showing the soft fluffy glazed donuts this particular chain if famous for. The design screams "yummy donuts" and the text tells us that this truck is full of donuts bound for our grocery...fresh and delicious. I noticed the truck but didn't think much of it and then my son began teaching his Branding 101 lesson. He said, "Dad, look at that truck! It's all rusty and dirty and the picture is pealing off." (he was right - the truck and wrap were way past their prime) Then, as we pulled up next to the cab, my boy looked inside and said, "Dad, that guy is SMOKING!"
I responded, "Wow buddy, you're right. What's that all say to you?"
He said, (and I'm not kidding) "They might as well be saying 'these donuts are filled with manure!'"
What's he saying? Details are important. How this truck looks and how their driver behaves while driving the truck matters and has an impact on what people think of the product - on the brand. I think I'll look around the Fishhook brand this week and see if I've got anything that's "rusty and smoking - or filled with manure."