Observations: Living the Brand

Walk into RBS Gurgaon office and the first thing you realize is an air tight security. They have a huge HI-SCAN 6040aTiX airport luggage scanner outside for the handbags. The next thing you encounter head on is a  huge LCD screen playing CNBC Business and bright lights that make the office more lively. Once inside the premise you are not allowed to use your personal computer in the lobby. Internet data access on your phone is jammed. The only thing they don't have probably is human x-ray machine. All what it represents is more than just air tight security. For there customers it represents  trust, authenticity, and dependability. If this is the sort of positioning RBS wants to create and have its customers believe in a story that represent trust, the job is half done.


Experience  at Cold Stone Creamery is fun and exciting, only because its staff make it joyous and exciting with smiles, samples and songs. Visit to an Apple Store in New York City and you feel as if both innovation and "Cool Stuff" lies here. They have classroom sessions to teach you how to compose your own music using the cool apps in Apple Store. 

Marc Jacobs

Visit an Abercrombie store and you sense the sex imbibed in teen fashion. The waft of wood perfume in the air, the 15 years old wearing a denim shorts, and semi doors outside try rooms insist you feel so. Hollister infuses sex and beach brand culture by live telecast of beaches in California, Gilly Hicks parties and pictures with young models (that Hollister calls hot life guards). 

Walk into Marc Jacobs store and experience the fashion parade on a big screen with extreme fashion photos of Marc Jacobs promoting openness in fashion. A Victoria's Secret store that has an aroma full of sex, fashion and love which goes well with their consumer's Story "wearing a Victoria's Secret lingerie makes me feel sexy inside"


After all, a brand culture is about living the brand. When you (your company) adopt a brand position, you promise to adopt a culture. It's when you break that promise, people stop trusting your brand and your business then is just another business.