Sunday, January 27, 2013

But With Intention

A week ago, I attended the wedding of a family member in Tulum, Mexico.  With the Caribbean Sea serving as the backdrop, their wedding was as picturesque as can be.  Not surprising since the bride and groom are photographers.

As I waited for the bride-to-be to take her first stride down the aisle, I happen to glance at the wedding program.  Printed below the names of the wedding party and the verses to be read, the couple added a poignant quote from photographer Vic Muniz.  It read: "The really magical things are the ones that happen right in front of you... A lot of the time you keep looking for beauty, but it is already there. And if you look with a bit more intention, you see it.”

While Mr. Muniz's quote is a perfect one for a couple getting married as well as a very inspiring one to photographers,  I sat there and though how it can also apply to marketers.

It's exactly that shift in focus that can disrupt industries and build entire categories.  And with a little more intention placed on your product and the consumer experience, a brand can transform itself by creating an experience that strives to delight rather than meet the status quo.

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