Exceptional Brand Experience
i <3 
Yesterday there was a snowstorm and I needed to rent a car. When I went to Zipcar to pick up my CD-only car (why isn’t aux in standard yet?), my card was fried, so I couldn’t rent. They quickly and politely cancelled my order. I had an iPhone moment and Google-mapped an Enterprise rental about 3/4 mile away. I call to confirm that they were open and had cars available and then made the long, sloshy walk.
I don’t want to write a narrative . . . When I get there, everyone who speaks to me shakes my hand and quietly repeats my name. The woman who handles me asks a couple questions about what kind of car I need, walks me out to the lot and shows me what’s available. When I mention an aux in, she has me wait under the awning and finds two cars that have it. The manager comes out, apologizes for interrupting, shakes my hand, mentions that we spoke on the phone and quickly gets out of the way. I pick a car and we do the paperwork.
I consider people to be a painful neccesity of life, so I’m not big on the kind of counter chat she had for me. But I’ll give her this, the annoying stream of tips on saving money on the insurance and using the GPS was mitigated by the fact that it didn’t slow down the processing of the paperwork even a second. She even gave me a web-site like status: “only two more things to do before I take you to your car for the quick check.”
Once the paperwork was done, she showed me the clear clipboard with the ruler for measuring meaningful scratches and the circle for dents. We checked the car, shook hands again, and as I pulled out, the first woman at the counter, who was returning to the office with lunch, waved and told me to have a safe trip.
If you want to build a powerful brand experience that people will talk about, care about and remember, well, you should probably read Seth Godin or Lew Carbone. But if you crave loosely-argued, questionably connected irreleventia, or can’t get enough XO, stick around.