Are you beloved or just a fad?


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In his book Lovemarks, Kevin Roberts makes powerful distinctions between commodities, solid brands, fads, and beloved companies.   For our purposes, I’ll simply focus on a difference between being “loved” and being a “fad.”  Faddish companies are not respected for their operational excellence, they merely enjoy the titillation of infatuation.  Such was the plight of Pop-Tarts World which is scheduled to close on Dec. 31.

In case you blinked and missed the rise and fall of Pop-Tarts World, it was a Manhattan themed store built around the enduring breakfast pastry of the same name.  The three-story retail operation opened to much hoopla as food aficionados blogged about such delights as the Pop-Tarts Sushi but novelty and oddity should not be confused with sustainability.

The failure of Pop-Tarts Wold proves that 2 billion Pop-Tarts consumed annually doesn’t necessarily translate into a retail experience.  Pop-Tarts didn’t predispose New York tourists to spend $20 on a Pop-Tarts T-Shirt or $12 in the Varietizer vending machine where they could choose their flavors of six two-packs of Pop-Tarts.

Moral of the Story: A craveable product doesn’t necessarily a craveable experience make.

Are you building compelling experiences that go beyond faddish infatuation and anchor to a platform of operational excellence that produces belovedness?

Republished with author's permission from original post.

Joseph Michelli, Ph.D.
Joseph Michelli, Ph.D., an organizational consultant and the chief experience officer of The Michelli Experience, authored The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz-Carlton Hotel Company and the best-selling The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary.


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