UPS driver breaks rule and charms my wife

Our new carpet arrived from Pottery Barn. My wife convinced the UPS guy to carry it into the house…and up the stairs…and into our bedroom. I’m breaking into a sweat just thinking about it. Remember that study about how women dig the brown uniforms? Confident that my wife gave no invitation, I must ask myself, why would the driver do that? He must have broken both corporate and union rules. UPS drivers are Teamsters, not movers. But they are people.

UPS asks, “What can brown do for you?” One driver realized the answer: he could carry that heavy rug for the nice young lady. Breaking a rule is a great way to win a customer’s loyalty. Rule #1 of great service: break a rule for the customer.

I just can’t stop thinking about American Living.

So Ralph Lauren and JCPenney partnered to create a new brand called American Living. As the web site states, the brand is exclusive to JCPenney and jcp.com (btw, they own jcpenney.com as well, and it redirects to jcp.com, but that is a discussion for another day). What I can’t help thinking about is the brand look and feel. It is very aspirational, which I love, but does it have meaning for this retail audience? The imagery is evocative of the Hampton-set, but targeting individuals more comfortable with Hampton Inn.

I like the move, but will it resonate?

CNN’s take on the new brand:

http://money.cnn.com/2007/08/29/magazines/fortune/Its_Ralphs_World.fortune/index.htm