Here’s a weird little tidbit from The Fallon Planning Blog - an amusing post from the other day of yet another example of why it’s important to pay attention to every single brand touch point… because odds are someone will take notice no matter what it is. Sicksack.com is… well… exactly what it sounds like. It features pictures of barf bags from airlines all over the world. Yup. Now let’s be honest - that’s a part of the flight that most of us hope we’ll never have to deal with. But it’s there, it’s a point of contact, and there’s no reason to overlook that part of the brand experience just because it’s generally pretty unpleasant. Heck, I used to write letters to friends on mine (I had weird friends). Sicksack.com proves that there are people who care about even that tiny, kinda gross, detail. See? Brand development for truly remarkable brands has to take it all into account - no matter how strange it may seem. The unexpected inroads to Fascinate your customers can pop up anywhere. When you’re gathering insight, make sure to collect every possible opportunity for contact - from a reminder phone call to a billboard to, yes, a barf bag. This is where Cult Brands and Brand Hijacks (which, I know, I still haven’t reviewed) come from - small, unexpected opportunities for the customer to make and share a discovery.

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