BrandStand » Today, My Suit Spoke to Me

May 4, 2009 | Jeff Cohn

Today, My Suit Spoke to Me

Walking into the annual Colorado Business Marketing Association Gold Key Awards last week, I felt something in the breast pocket of my brand new Hart Schaffner and Marx (HSM) suit purchased just for the occasion. I reached in the pocket and there was a little slip of paper, not much larger than an open matchbook. Printed on the paper were these words:

“It took 121 people a total of 233 hours to complete this garment. We almost hate to let it go—wait…wait…we said almost!” —Isabella.

I was amazed. HSM, a traditional bastion of American tailoring for mid-life executives, had a sense of humor. This was a touching way to convey their thanks for purchasing this suit by personalizing the experience. In under 30 words and fewer characters than even Twitter allows, HSM made me smile and think about all of the people that helped make this garment possible.

We call this a brand touchpoint and this tiny sheet of paper is a great example of one. If a brand is the company’s distinction in the marketplace, that distinction is built over time through small actions. After all, Hickey-Freeman never spoke to me. Nor did Ralph Lauren. But HSM sure did with such a simple act that builds their brand. And my loyalty grows with it. Thanks Isabella and your 120 co-workers. My new suit looks even better now.