In a world of over-choice, brands are finding that creativity, more than quality, is what makes a business truly memorable. Two recent Austrian examples show precisely how experiential thinking can turn simple offerings into viral marketing moments.
There was an Austrian café that reinvented the cappuccino by serving it in a chocolate-lined waffle cone, instantly turning an everyday drink into a photogenic, share-worthy experience. What could have been just another cup of coffee became a unique memory — and a marketing asset — as customers shared photos and videos across social platforms.
Another café did just the opposite, demanding that people smile before coming in. That clever rule, meant to inspire positivity in visitors, has forged an emotional connection with visitors. People aren’t just buying coffee; they’re buying a second of happiness, and that’s the type of branding that lingers in people’s minds a long, long time after the cup is empty.
These ideas may appear simple, but they lend emphasis to one important truth:
- Creativity makes ordinary products an extraordinary experience.
- Today’s most successful brands understand that:
- People don’t remember transactions, they remember feelings.
- A small creative twist has the potential to create enormous word-of-mouth.
Emotional engagement is the most profound type of customer loyalty. While a great product may attract customers, creative marketing converts them into fans.
