It only exists once it's relevant
Minivans, Baby Gear & Ballet Classes
A few years ago I was amazed at how many minivans there were on the roads. Around the same time I was stunned to find out that there was a retail store that specializes in baby gear in downtown Menlo Park where I lived at the time. I must have driven past the store a thousand times never realizing it was there. It wasn't until my wife and I were pregnant that these 'things' became part of my existence. They were irrelevant and really didn't exist in my world until then. While I must have seen these 'things' they never registered and certainly never registered as anything important or even note worthy. Now with a '4 1/2 and this many days' year old (said while holding up 6 fingers) I come to learn that there is a ballet dance studio right next door to the baby gear purveyor. Never existed for me although it's been there something like 40 years.
There is something very powerful about life events be it graduation, getting a new job, buying a house, getting married or having kids. Brands that are marketed into these 'events' in a respectful, educational, emotionally comforting way aren't ignored but embraced.
Branding has been top of mind for us at Circos as we define our promise, personality, position etc. etc. Becoming relevant that's the magical part...
