Things I Don't Like. In No Particular Order.
- I don't like when people wearing earbuds or iPods approach smiling because of what they're listening to, not because they're happy to see me.
- I don't like not picking people up at the airport simply because it's easier to take Uber.
- I don't like new apartment buildings and office buildings that are built without any roads being added to handle the extra traffic their residents create.
- I don't like SUVs.
- I don't like the new Reebok logo.
- I don't like the new and angry direction of politics.
- I don't like that people dress casually to meetings and I never know what to wear.
- I don't like that most new cars – including so-called sports cars – are no longer available with manual transmissions.
- I don't like that I have almost 700 channels on my TV and still can't find anything to watch.
- I don't like that Monday's New York Times crossword puzzles are too easy and Saturday's are too hard.
- I don't like stupid movies.
- I don't like the way animals are treated in factory farms and industrialized agriculture.
- I don't like that airplane seats are getting smaller and smaller while the population is getting bigger and bigger.
- I don't like wearing a tuxedo when the invitation says, “black tie optional.”
- I don't like black tie optional.
- I don't like people who talk in movies, concerts, speeches or religious ceremonies.
- I don't like it that I have never once been chosen for jury duty.
- I don't like reality television.
- I don't like soda.
- I don't like drivers who honk their horns when the light turns green.
- I don't like drivers who are too busy texting to start driving when the light turns green.
- I don't like the color green.
- Except on plants.
- And money.
- I don't like decaf coffee or lite beer.
- I don't like noisy little yippy dogs.
- I don't like the smell of potpourri, incense or scented candles.
- Unless they're vanilla.
- I don't like anything that makes me itch.
- I don't like pineapple on pizza.
What Does All This Have to do with Your Brand?
Wow. You made it through 30 random things I don't like. I'd bet if you created your own list of 30 things you don't like you'd include some of my things and plenty that I haven't thought of yet. And chances are you'd also put some of the things I don't like on your own list of 30 random things you do like.
What's my point? That if you're trying to build an All About Them brand, it's critically important to know your customers – what they like and what they don't like. But what's even more important is to compile a list of the universal things they like and don't like and make sure you embrace or eschew those things and those values in your brand.
A Good Brand. And a Great Brand.
After all, only when you can relate to the people you want to sell your products and services to will they want to buy from you. Because a good brand makes people feel good. But a great brand makes people feel good about themselves.
I don’t like the phrase LOL.
I don’t like the face that I LoL’d while reading your list, right about the time I got to the third mention of the color green.
I don’t like leaving comments, but I got over it. Like it or not.
Brilliant Bruce.
I don’t like people who are not physically challenged parking in handicap parking spaces – a metaphor for people who take advantage of lesser-advantaged people.
But – I really like reading whatever you write and listening to whatever you say. Thank you.
1) I really dislike not having your emails text large enough on mobile to read without pinching the screen to make it larger. Glad I can read it on desktop.
2) I dislike and agree with you on #3 (add cities that have no zoning to that one, fuck Houston), #6 (though it is not that new, just getting worse at a rate greater than global warming), #12, #13, #16, #19, #26, #27 (in a major way), #28, 29 and 30.
3) I am not bothered by #1 (they are not looking at me anyway), #4, #5 (did not realize they had a new logo so I have to check it out, thank you), #8 (I know why this bothers you and my brother, I am more like a chick on this matter), #17 (but I understand your POV, a chance to make a difference, but a risk of herding a bunch of nitwit cats), #18 (I just don’t watch it, if it makes others happy, great), #25 (I just don’t partake in them, but if others do, fine).
4) I love you for #2 as it shows that you are a genuinely nice man and into the experience of meaningful human companionship. Sometimes no matter the cost
Yes. Love your approach. Love your article.
Amen especially to #1 – and those dam’ things have to be blazing white so they scream from afar off, “I’m listening — but maybe not to you!”
And #17 and #29 — me too.
And Reebok’ new logo — yeepers! Do they not realize that their triangle is about as close as you can get to the universal “caution” sign? Well, except for the color (red) which is the universal “stop” and nature’s “danger” color.
Sigh… Nice try, Reebok. (Well, not really.)
Anyway, great thought-provoking article, as usual, my clever friend.
I love your list and now I need to do mine😍
So I’m scrolling through hundreds of emails, and deleting them at lightning speed, because I have the gifted ability of knowing immediately that I don’t want to read that email. My eyes can tell by the subject line that it’s a goner. Even emails that I know will hold value, I often have to delete just because I simply do not have the time to read them, or let them stack up. Yes, I’m one of those who can’t STAND to have emails in my inbox just sitting there. Anyway……….I get to your email, start to delete (no offense, just busy today) and I stop. And I start to read. I can’t help myself. I have to know what you don’t like. And, I’m seeing things I agree with, that make me laugh. And things I hadn’t thought of before, that make me think “me too.” In addition to loving and agreeing with your message – as usual. I think you also embodied a subtle point – the art of a personal connection. When you share these personal things you like, the brand now has a human face. And that makes me connect to you on a human level. Yes, brands should be all about me. And we should do more to understand what our customers care about. And you have done so masterfully, by showing me what YOU care about personally. And that made all the difference. The key (as you illustrate) is to show me that you care about what I care about – even if I didn’t realize it until today. Well done, my friend. I liked you before. I like you even more now. And I promise never to talk in church or make my party black tie optional.
I don’t like cancer, Alzheimer’s, heart disease, famine, violence and war. Don’t sweat the small stuff.
I don’t like people whp say they don’t like something just to create controversy when they actually might like those things.