Plums, Parties, and the Real Secret to Brand Loyalty
Let me tell you about a plum. Not metaphorically. A real, juicy Hawke’s Bay plum from the bottom of a fruit bowl at a design studio Christmas party. The label on it read: ‘Rodney’s Orchard, Taonga Grown Since 1987’. No big logo. No clever tagline. Just a sticker, placed slightly off-centre. I’ve thought about that plum almost every week since.
Here's why. Every major brand is still fixated on capturing loyalty through relentless retargeting, gamified apps, increasingly dystopian ‘customer journeys’, and awkward TikTok dances. But the loyalty that tipped me into obsession came from one small story, told on the skin of a fruit. Rodney’s sticker didn’t shout. It whispered. And that whisper felt honest, specific, and human.
That’s what today’s marketers are missing. Not purpose in neon letters, not programmatic ping pong. Just stuff that feels... real. Seriously, when was the last time you saw a piece of packaging or heard a radio spot and thought, “Wow, a person made this?” That sense of handcrafted truth is what turns customers into fans. Loyalty is forged in the plainest of magic.
Some brands figure it out. The more analogue and understated, the better. A two-colour delivery box from a Nelson seed company. A sheepdog leaning out the window in a rural bank’s TV ad. A plum sticker. It’s tiny threads that hold a brand together. Maybe it’s time we stop hunting for ‘authenticity’ like there’s a formula. Best to start with what’s already true.
Here's why. Every major brand is still fixated on capturing loyalty through relentless retargeting, gamified apps, increasingly dystopian ‘customer journeys’, and awkward TikTok dances. But the loyalty that tipped me into obsession came from one small story, told on the skin of a fruit. Rodney’s sticker didn’t shout. It whispered. And that whisper felt honest, specific, and human.
That’s what today’s marketers are missing. Not purpose in neon letters, not programmatic ping pong. Just stuff that feels... real. Seriously, when was the last time you saw a piece of packaging or heard a radio spot and thought, “Wow, a person made this?” That sense of handcrafted truth is what turns customers into fans. Loyalty is forged in the plainest of magic.
Some brands figure it out. The more analogue and understated, the better. A two-colour delivery box from a Nelson seed company. A sheepdog leaning out the window in a rural bank’s TV ad. A plum sticker. It’s tiny threads that hold a brand together. Maybe it’s time we stop hunting for ‘authenticity’ like there’s a formula. Best to start with what’s already true.