Why drama is a strategic imperative for brands that want to get noticed
One day last summer I walked into a falafel shop in London called Pilpel. We were early for a client meeting in a part of London I don’t visit very much, and needed to find lunch before we kicked off.
We stand in the light drizzle of a London summer in the falafel queue, the line shuffling slowly along till I’m at the counter. I give my order to one of the four falafel fluffers who are serving. He’s just started fluffing my falafels nicely when, all of a sudden, there’s the noise of a gong. All the falafel fluffers lift up their heads and cheer simultaneously, and then get back to preparing the grub. There’s no other acknowledgement of the gong at all.