Pierpont Communications, Inc.

When I’m in the office during lunch, I’m busy, so I want something quick and tasty. That’s when I call Jimmy John’s. Their tagline is “freaky fast delivery” and it certainly is. In less time than I can make it to and from the parking garage, they deliver a sandwich and chips that fills my tummy and gets me back to work.

So why am I sharing my lunch routine, you ask? Because recently, I got to see how Jimmy John’s “lives the brand.”

The other day, I had the unusual experience of eating inside a Jimmy John’s store and I feel like I peeked behind the curtain to see how the magic happens. There was an army of black-shirted sandwich soldiers working in controlled chaos behind the counter, speeding in and out the door with deliveries.

My sandwich was ready faster than I could fill my cup with Diet Coke and it was right (no mayo, just like I asked). As I ate, I observed the savvy branding throughout the store, from the “free smells” sign in the window to the “freaky fast delivery” tagline on, well, everything.

And that’s the point: “freaky fast delivery” isn’t just a cute tagline. It’s Jimmy John’s brand promise and they’ve delivered on it (pun intended) every time I’ve ordered.

The best taglines and the most creative marketing campaigns will be worthless if the brands they support can’t live up to the promise. As communicators, it’s our job to make that connection.

We must find what really sets our clients apart, avoid the clichés and empty phrases and have the courage to create brands that are memorable, unique and meaningful. It’s no easy task but, as our owner Phil often says, “If it was easy, everyone would do it.”

Now, you might be wondering, is Jimmy John’s a Pierpont client? No. I just like their sandwiches, their “freaky fast delivery” and their marketing savvy. Of course, if you hear they’re looking for a firm, I know a good one…