I ONCE SHOPLIFTED!??

Today, I'm spilling the beans about a less-than-stellar moment from my childhood—the day I shoplifted Shaggy's Boombastic album. Not my finest hour, but stick around, because there's a twist in the tale that ties into the wild world of brands!

In '95, Shaggy wasn't just a reggae artist; he was a seismic force shaking up the cultural landscape. His tracks echoed through every radio, and every teenager's Walkman (Google that). To be part of the crowd meant catching the wave of Shaggy's infectious beats—irresistible, magnetic, and downright unavoidable.

Now picture me. An 11-year-old kid with a strong desire to be connected to this cultural wave. Fueled by an insatiable desire to ride this cultural wave. The allure of being part of something monumental led to a misguided decision—a shoplifting escapade for this Boombastic album. It wasn't my finest hour, but it became a pivotal story of desires steering us into irrational decisions.

Now, I won't glorify petty theft, but in the grand scheme of life, it became a tale of reflection and insights.

Some brands have led us to make not-so-rational decisions. Think about Elon Musk's Cybertruck —launched four years ago, and paying customers are still tapping their fingers waiting until 2024 for their orders. Seems illogical, right? This inconceivable love ties back to brand obsession and creating products that people are willing to 'DO WHAT IT TAKES' for, no matter the inconvenience.

The same passion that led me to make a less-than-prudent choice in '95 is the force behind consumers paying higher prices, staying fiercely loyal, and transforming into vocal brand advocates.

To call this 'awareness' is somewhat oversimplifying it. We no longer just buy things because we know of them. We do so because we connect with something about them. As humanity evolved, so did marketing. It's no longer the activity that takes place at the end of the production line to make average things stand out in a crowd. It's intertwined with business, product design, service design, customer experience, and Employee culture. It's not just about selling soap. To put it in Seth Godin's words, "Marketing is our quest to make change on behalf of those we serve" Everything from the products we create, the experiences around them, and the change and impact we create as a result is all applied in the thinking behind our activities as businesses and organizations.

Amid the digital craze where we fight for impressions, likes, and shares, where we rely on the shiniest, latest digital media shortcuts and AI, let's not forget this; we still have powerful, nuanced, and timeless tools at our disposal.

1. We Tell Stories - Stories that resonate over time. Take time to find what yours is.
2. We make connections - As Seth Godin puts it "Humans are lonely and they want to be seen and known. People want to be part of something. It makes them feel safe." This is where meaning comes from. Equity Bank Limited made people feel like they were part of a society that was moving forward (with real product evidence also), Java House Africa represents more than just our commoditized coffee beans; it symbolizes modern Nairobi, embodying connectivity, urbanity, and social currency. How do you Connect?
3. We create experiences - Using a service, making a donation, or engaging in a service. Each of these actions is part of a story, each builds a little bit of a connection. Are you building your product experiences with intention and purpose?

When done right, we create ideas that are so irresistible, so potent that they tag onto the irrational forces that drive us all. Somewhere in there, lies huge profits too.

PS: A book is in the works – so stay tuned for the scoop! ??