Jon and I have been discussing the desire to get to know the people behind a company. I remember when we decided to launch the Popcorn, Indiana wholesale line of Dale and Thomas and I was concerned about losing the brand experience. In retail we had almost full control over how a customer interacted with us, we chose the flooring, signage, lighting, uniforms and the people who would represent the brand. We couldn’t control the smell of burning popcorn (it happened all too often in the first few months and the fire department could not be placated with offers of free Chocolate Chunk n’ Caramel) but this was our domain and if done right it would leave a visitor with a particular experience. While I thought our choice of a red bag and  classic logo was a perfect fit for Popcorn, Indiana – once it hit store shelves it was just one more bag in a row of snack bags.

Online is THE opportunity and I find it odd how many brands don’t leverage the chance to truly interact with consumers. In fact, it may trump retail. At a store I may find a bitter employee, the owner may not be there, they may be out of stock, I may have crying kids with me. But online I can take my time, I can be lured with imagery and tales of triumph and failure.

Rich photos, entertaining videos, stories about the people who wake up each morning excited to make their products – needless to say, Jon and I are aiming to provide as much interaction as possible with Abe’s. We most likely won’t get their from day one but we will always be gunning for it. Please push me if we seem to forget that that getting to know a brand is easiest online.