There are many things you must accomplish to have a successful brand. Having a brand position that is the single most persuasive thing you can say to prompt a change in the market is number one.
Once you have that position, you must fulfill its promise. If you are about simplicity, for example, you must make everything simple.
Companies often trip over the fulfillment because they make exceptions and don’t use their imagination for ways to capture attention. This takes great discipline.
So it was great relish to see that a Whole Foods store near Boston is actually growing a mini farm on its roof, selling the produce below.
It’s a small thing. It’s only happening at one store, as far as I can tell, and I can’t imagine it’ll supply the whole store for the year, although the store is claiming it will grow 10,000 pounds of food in a year. But it is exactly this kind of thing that makes a difference once you have a brand.
It would just be a gimmick without Whole Foods’ emphasis on healthy and local food. Instead, it’s a fulfillment of a brand promise.