Measure Your Brand Effectiveness, Online

We stumbled upon a story today in the O.C. Register online titled, 'No piano music at O.C. Nordstrom,' by Hang Nguyen and was shocked to learn that new Nordstrom at Fashion Island in Newport Beach, California would not include one of the most enduring symbols of its in-store experience -- live piano music.

Reasons cited for Nordstrom's shift away from live piano music included reassurances from corporate headquarters that music selection was at the discretion of local store management. Another excuse cited was the fact that many of today's customers prefer modern, recorded music over that of a live, classical pianist (a fact refuted by 5-1 in an instant online poll available along side the online article). An implied reason for cutting out the live piano music is cost. But we figure the $15-20 an hour going rate for an experienced musician seems like a very managable expense, all things considered.

Earth to Nordstrom -- What are you doing to your brand experience?! Don't you realize that your brand is a by-product of the experience you provide to your customers while they shop in your retail locations? You have carefully cultivated this luxurious in-store experience over the years that hundreds of thousands of consumers have grown to cherish.

It's an experience that allows you to charge a premium for the clothing, jewelry and other household goods you sell in your stores. When a customer goes to Nordstrom, they are willing to pay a little extra money to experience the Nordstrom brand. It's an in-store experience seldom seen in the everyday retail world. Can you image a Target store, a Walmart store, or even a Wet Seal with:

- Store personnel sporting coats & ties or wearing professional women's apparel?

- An outstanding return policy?

- Bathrooms with marble floors that are always sparkling clean?

- A spacious and clean shoe department with plenty of room to maneuver?

- Live piano music transforming the senses?

Of course you wouldn't because those other brands stand for 2-for-1 specials, popular music (not live), and fast & furious shopping experiences. Shoppers visit these other brands when they shop because their expectations are totally different from that of the Nordstrom brand.

As Nordstrom's in-store experience slowly evolves to become more youth-focused, more modern, and less unique, their brand will evolve as well. How will the Nordstrom's of tomorrow differentiate itself so that it still attracts the premium-minded shopper willing to pay more for a quality day of shopping they cannot experience any place else? It won't -- and therein lies the rub.

Nordstrom's management team no doubt is aware of the tenuous brand crossroads they're in. Move too far one way and their brand shifts this way. Stay the course or make shifts towards yesteryear and their brands shifts that way.

Successful brands are those that celebrate customer stories that connect with us in an emotional way. The luxurious store setting, the courteous greetings and interactions with well-groomed staff, the tinkling of piano keys, and yes, the customer memories -- this is the atmosphere of the Nordstrom brand. If people and their experiences are the brand, then what does this shift in store attributes mean for Nordstrom?

As my friend Gunther Sonnenfeld pointed out recently, brands are an expectation of things to come. Do you like what you see, Nordstrom management?