There’s a store right near my place called Bodega that is a perfect example of a mysterious brand in action (see my deck for more thoughts on this).
For one, you’d never know that the store was called Bodega (or anything really) because there isn’t a sign outside the building. In fact, from the outside, the building looks anything but interesting. I bet most people shy away from its eerie look and the showcase of generic products in the windows. If you look closely, there’s everything from laundry detergent to jalapeno paste placard up front. Not you’re typical window shopping lures that’s for sure.
If you’re daring enough to go in, it’s just what you’d expect. The interior of the store is as cluttered and unappealing as you were lead to believe outside the door. Even the staff are as disinterested in you as you are with being there.
At this point, you’ll probably regret this decision and start heading towards the door. But on your way out, some young trendy kid will probably walk in on a mission. And that mission is a little strange. It’s to stand in front of the Snapple machine.
Straight out of Star Trek, the Snapple machine reveals that it’s actually an automatic door and whips to the side. And then it all comes together. There’s a back store. And it’s glorious.
Under a convenience store shell, Bodega is a high-end shopping experience focused on trendy shoes and other fashionable accessories. The sales staff are helpful and the selection is as unique as the store.
It’s only here that you might figure out what the store’s name even is – hinted in miscellaneous merchandise and on a salesperson’s business card.
There’s no doubt that this mystique is inherent in the brand’s appeal. The fashion offering is top notch (if you’re a sneaker freak), but you can likely find these shoes online. What arguably makes going to Bodega worth going to is that it’s an interesting experience. It’s a hidden gem. And at the end of the day, it surprises the hell out of you. Because of that, it’s worth talking about with friends because it’s genuinely remarkable.
Every day I walk by this store, there’s a line outside the front (which is the only reason I was enticed to go inside). Bodega’s experience is its marketing and they clearly recognize how the brand must behave to generate word of mouth.
I’m on the search for more mysterious brands and I think there’s more out there than we think. If you’ve got one to share, message me at @mattsummers or under “ask me anything” above.
