I watched a lot of TV growing up and was one of those odd children that actually looked forward to commercials. Zaniness was reaching new levels in the 80s, with Wendy's loud and laughable Where's the Beef? ads and Mott's mafia-like shakedowns. I eagerly awaited the unintentional comedy of the Life Alert Ads and the hoity-toity Grey Poupon dramas (me and my brothers with pinkies in the air and faux French accents: But of course!.. ).

Despite all those signature slogans singed on my brain, I never considered adding a memorable motto or tagline for our wine shop when we opened. I suppose I worried one wouldn't age well or could be misinterpreted (I'm thinking now on AT&T's icky and invasive "Reach out and touch someone". Honorable mentions to FedEx: “Our most important package is yours”.

Though we never went that route, I’ve noted and admired some small local businesses who have put their hearts on the sleeves in that way. Temescal Brewing's charming "No Jerks" comes to mind. Our staff picked up lunch yesterday from the delightful Joodooboo and I almost blushed at how endearing I found the characters (the animated Soybean Man and Tofu Boy) and the messaging on the takeaway box. “You got this!” they encourage us. The much needed slogan of 2022.

As a business owner I obviously keep an eye on what others are doing. Finding frequent inspiration from the good folks at Roses' Taproom and our community-minded neighbors, Tacos Oscar. I'm always in awe of the exceptional details and intentionality of Kayoko and Yoko at Umami Mart. And well beyond our blocks, the thoughtfulness and integrity of Erin & Sarah at Minimo, or the always welcoming good vibes of the team at Friends & Family bar. I could mention many more and I'm sure Max has his own long list too.

It’s funny, but it just occurred to me this morning how often I note what business are up to, how they can inform and inspire, but I forget to think of everyday folks and friends in my life who do the same. The good brands of friends and acquaintances. I should make it a point in the new year to let them know their messaging is on point, and memorable. It's still January so we can call it a resolution. Perhaps I’ll reach out and let them know they’ve touched me. Oh hell, you know what I mean.


Happy Thursday,

Daniel