Three things have happened to me in the past 48 hours that really made me think about marketing the small in order to achieve big branding results. Let me see if I can explain this better...
(1) I had to ship something off using FedEx, no big deal right? Well, that's what I thought too. So I went to the website and spoke to a human (I hate the automated responders.) She told me the nearest drop-off location and that all the packaging materials would be there and that they refill them everynight.

So yesterday evening, I went by the drop-off box, and wouldn't you know it, no envelopes! Okay, I just stop by in the morning because I was told "we stock them everynight." This morning, went by the drop off box, guess what? No envelopes! Now I'm frustrated. The work I put into calling, talking, finding, and driving to the drop-off box has all been wasted. And who do I blame? Not the sweet lady who took my call yesterday, because I can't even remember her name, no, it's FedEx. Strike One against the orange and blue.
(2) I try to workout as much as possible. I'm not a fitness nut but I know the value of exercise.

Well, I had a good workout at Peak Fitness and was looking forward to taking a shower before heading back to work. Problem was...no hot water! I'm not a complainer, really I'm not, but not having hot water in the shower is a brand killer in the world of personal fitness centers. And guess what? This has not been the first time I've had to endure frigid water temperatures to get clean at Peak. Not only that but the shower mats they put down seem to be filthy everytime I go to the gym. Strike Seven or Eight against Peak. Oh, but they did happen to send me a happy birthday email today. Nice, but I'd rather they have hot water when I'm taking a shower. I sent them a reply just so they would know.
(3) Today is my birthday, and to my wonderful surprise, not only did my wife work her butt off making a homemade New York Style Cheescake last night, but she got me an Ipod Touch.

We celebrated this morning with cheesecake, coffee, and presents! I must say, it's probably one of the best birthdays I've had in a long time. She knew my passion, digital technology. She understood my wants, cheesecake. And then she over-delivered! Sure, it seems like just a couple of small things, but to me it meant so much more. My wife's brand of a loving, caring warm-hearted person was reinforced by doing a few small things. But you see, I guess that's my point. People who love you and companies that care about you as a person, and not not just as a spouse, not just as a consumer, and not just as an employee, can do things on a much smaller scale that can pay off huge in reinforcing their brand. The author who wrote "Don't Sweat the Small Stuff" was not thinking marketing because if he was, he probably would have titled it differently. So what small things have you done today to reinforce your brand? Help someone with a question, donated to the local shelter, picked up litter along the road? Think about it.

P.S. I will have a review on the Ipod Touch soon! I love this stuff! And I love my wife!!!