Introduction: Back To Basics

Abstract

Consider a fruit and vegetable seller in a street market. His products are always fresh, tasty, and inviting. Moreover, he knows his customers personally and always treats them with courtesy. He sometimes engages them in small conversations. In return, his customers demonstrate true loyalty to him, even if his prices are occasionally higher than neighboring stands. This retailer has no banner, no logo, no brand, no packaging that would differentiate him. Nevertheless, he is practicing a very powerful form of local marking. In addition to buying his fruit and vegetables, his customers chat among themselves, sharing the pleasure of spontaneous conversation. Ultimately, they appreciate the social experience. The fruit and vegetable stand is the pivot of a network of one-to-one relationships going far beyond the bilateral transaction of buying and selling fruit and vegetables.