Vapiano says “fresh” without uttering a word

Seeing the name Vapiano on the fast-casual restaurant door immediately calls to mind an Italian kitchen with warm, savory dishes. Yet when you first walk into the German-born restaurant, one of the first things you’ll notice is a tiny little unexpected detail. The cooking and eating surfaces are adorned in potted herbs — no, not flowers, not wine displays, not shelves full of antipasto and crusty breads — just herbs. Fresh, minimalist, fragrant, potted herbs tastefully placed on the tables, the counters and the prep areas where chefs prepare your made-to-order meals.

Not only are the herbs there to tempt your senses of sight and smell, they’re also there to tempt your sense of taste. In Europe, where Vapiano calls home, diners are encouraged to pick herbs straight from the plants on their table to garnish the dish in front of them. Although US food laws do not allow such an amazing branded ritual (touch and smell, yes; eat, no), Vapiano locations in the US encourage their patrons to specify to their chef exactly “how they like their herbs.” Me? I’ll have the pesto pasta with extra oregano and a few basil leaves, please.

And the most amazing part? After a quick skim of their website and their menus, nowhere could I find the phrase “fresh herbs.” Without saying or typing a word, Vapiano successfully communicates in their stores exactly how fresh their foods are through simple branded rituals, visual messaging and by tapping the core of your human being — your five senses.


Sometimes it’s about the tiniest details

Cosi gives us flatbread samples. Starbucks calls their employees “baristas.” And Spice Market requires their female wait staff wear gold earrings.

Indian-inspired earrings. In yellow gold. Nothing else will do.

Spice Market is a restaurant in the heart of New York City’s Meatpacking District that focuses on Southeast Asian cuisine. But it’s not just the cuisine that makes it Southeast Asian. In addition to menu items like curried duck and chicken wings drizzled in sticky-sweet chile sauce, the restaurant decor is straight out of an Indian bazaar. And from a brand experience perspective, yellow gold earrings are the icing on the cake.

According to owner and founder Lois Freedman, “I’m very visual,” she says. “I’m involved in the look of a restaurant, down to the staff’s jewelry. At 66, I don’t allow it. At Spice Market, I want the women to wear Indian earrings, yellow gold. I have to be specific. Otherwise they could come in with turquoise ones from New Mexico!” (New York Magazine, “Spice Marketer” by Beth Landman)

And she’s right. The tiniest detail – down to the color and style of staffs’ earrings – has more of an impact on your customer’s brand experience than you’d think. It’s this type of attention to details and congruent messaging that help create a spot-on, in-sync brand experience


I love a silver spoon!

Iced coffee used to be just ice coffee until La Colombe. La Colombe is a Philadelphia based coffee chain that has taken the coffee house experience up another notch. (There are two locations in the city that I know of – one on Lafayette/Prince, the other is in Tribeca). All of their coffee products are outrageously good, but their iced coffee is downright sinful. Their house version of iced coffee comes with a shot of espresso added to their already robust regular coffee blend – making for an unforgettable taste experience (and quite the morning buzz!).

But beyond the amazingly good coffee, La Colombe stands apart for me in other ways. At Brand Synchronicity, we’re big on brand touchpoints and rituals. La Colombe’s use of extremely tasteful hand painted black and white china pottery creates a feeling of uniqueness, authenticity and artisinal craftsmanship (it’s a hard working touchpoint, trust me!).

But the real differentiator for me is their ritual of placing a little plate with a long handled silver spoon alongside your coffee so that you can actually stir your cream (they use half and half – yum) with an honest to goodness, real live spoon! It’s such a small detail, but makes such a big difference in the experience of “dressing” my coffee. Instead of making me use some flimsy plastic or wooden stick, I am actually treated to this incredible moment of decadence in which I am able to stir my perfect coffee with a perfectly sized silver spoon.

The servers actually hand wash every plate and spoon after you’ve used them which is a massive commitment to this ritual on their end – but no one can compete with this place in terms of creating such a significant slice of coffee heaven in the morning. (The fact that the servers are pleasant is a lovely added bonus.)

La Colombe has ruined me for iced coffee anywhere else. The coffee is amazing, the aesthetic is inspired, but their “silver spoon ritual” steals a piece of my heart every morning.


My favorite books

I’ve read LOTS of books on brain science and the psychology of the mind, but here’s a list of the ones that have been most influential to the formation of my ideas:

John Medina, Brain Rules

Daniel Pink, A Whole New Mind

Gert Gigerenzer, Gut Feelings

Gerald Zaltman, How Customers Think

Antonio Damasimo, Descartes Error

Malcolm Gladwell, Blink

Jonah Lehrer, How We Decide

Health and Feldwick, 50 Years of Using the Wrong Model of TV Advertising

Robert Heath, The Hidden Power of Advertising

If you have others that you think should be added to the list, please let me know!


Megan’s site is now live

Hello world and welcome to my blog. As some of you know, I left my brand consulting company, Starfish, at the end of last year to pursue my dream of writing a book combining the lessons I’ve learned from 25 years of marketing and strategic planning for some of the world’s greatest brands, with the latest findings in behavioral and neuroscience. My book is called “Get your Brand In-Sync: 7 Steps to Building Brands a Brain Can Love”.

This blog is meant to serve as a vehicle for chronicling my progress, and for giving me an outline to post insights and observations as I go.

Thank you for visiting me here. I hope you come back again soon.



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