Brand loyalty’s a waning idea nowadays, and that just makes it all the more impressive that Johnny Cupcakes (still) gets kids camping out for close to 2 weeks on the sidewalk in front of his store for some limited graphic t-shirts. Because it’s not really about the tees, is it? It’s about the community and camaraderie that comes with the brand association. It’s about the story these kids get to tell after they leave with their shopping bag – a story that not only defines the Johnny Cupcakes brand, but their own identity as individuals.
video by BAIK