We’re planning a lunch for my cycling club this weekend, and a link to the menu is currently doing the rounds.
Displayed sideways, with spacing all over the place and a severe shortage of full stops – I was rotating my phone like a madman just to work out what I actually fancied ordering.
It might look alright on a table setting (minus the word spillages), but the moment it’s shared around on WhatsApp, the whole thing falls apart.
And other than fodder for a little moan, it’s also a useful reminder that brand and experience aren’t made in decks or workshops. They’re built in the most mundane, unglamorous day-to-day decisions. Like picking a template for a menu.
You can polish a brand narrative for months. Or you can remember that brand also lives in whether people can read the bloody menu.
By Dave Heywood
A marketer who’s spent his career figuring out how real growth happens – for brands and people alike. He runs Marketing Careers Uncovered, a podcast where marketers talk honestly about the work, the missteps, and what actually moves the needle.
