Back then *Brand* was a buzz word and I was in the middle of a branding cult. We knew branding. We tried to get companies to understand about having a consistent voice and appearance across touch points. The reality was most companies had only a vague notion of their brand and didn't have the resources, money, technology or desire to really do branding right.
One company that over the last decade has done it right is Gymboree. But now I am on the other side of the brand. My toddler wears their clothes and goes to their classes. I tried not to like them. I told myself the clothes were too expensive and their classes don't live up to the hype. I secretly looked down on the moms that got sucked in. I still think their clothes are too expensive, but my daughter wears them. And I still think their classes don't live up to the hype, but my daughters goes to them. I am now one of those moms.
Gymboree clothing stores are very sophisticated about how they sell their clothes. There are new outfits every month or so and they always have the last month's clothes on sale to get you in the store. Everything is sold as an outfit (down to the socks and barrettes) and a lot of the outfits also coordinate. They have something for every season which just informs us all that our kids *need* a different sweater for fall and winter (yeah right!). The marketing is genius really. If they make it, we will buy it.
Before I had kids, the only gym for kids I had ever heard of was Gymboree. I assumed I would take my kids. I loved their baby class. But the next level class fell flat. My daughter was 6 months and not crawling and we were left to attempt to use their fabulous, well branded gym structures. The instructor was MIA. It was awful. We literally sat and did nothing. I refused to ever return.
I then went to gymnastics studios and other gyms classes for toddlers. I fell in love with My Gym. They have active, engaged instructors on the floor that work with the kids to do physical things. The equipment is mismatched but varied and engaging. They have a time in the class for the parents to retreat to allow the kids to be independent with the teachers. They also have a game at the end where the kids have to go into the center of the room alone and do a task. I thought my daughter would never understand what to do or have the guts to do it. But she did and was so happy afterwards. I felt the classes allowed the kids to do their own thing while also challenging them in effective ways. Their branding does not even come close to Gymboree, but their product is better. I was impressed and wanted to sign up. However, it is a long drive from my house so I decided to pass.
Instead, I reluctantly returned to Gymboree. Their facilities are one big brand explosion with matching equipment, structures and mats. They have Gymbo the mascot and songs that incorporate the Gymboree name. They have CDs and toys you can purchase. The designer in me is impressed. The mother in me isn't. The instructors are OK, but instead of challenging the kids physically, they mainly lead songs. A lot of responsibility is placed on the child to teach themselves through free play. Thankfully, my daughter can probably learn what she needs to at Gymboree through free play. And she LOVES Gymbo the clown. We have already started singing about him at home (that's some marketing with legs!) I am tempted to buy her a stuffed Gymbo because it would make her happy. But I don't want her to get sucked in.
What is so wrong with my daughter experiencing the type of branding that I have preached to clients? I have prided myself in helping my clients effectively sell their products. The thing is, I just don't want them selling stuff to her. I'd like to live in a world where the best product wins. But the reality is we live in a world where Gymbo the clown wins.
1 comment:
Good job mommy! The comments of Gymboree vs My Gym will help other mommies looking for guidance/feedback, whilst the whole topic of branding crisps up what helps make the world go 'round!
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