Many business owners think a memorable logo, a clever tagline, or a consistent color palette is what makes a brand stick. And while those things matter, they don’t make people tell stories about you years later.
What does? Moments.
Legendary brands create memories that become part of someone’s personal story. They connect so deeply that customers talk about them long after the purchase is over, sometimes for a lifetime.
The Power of a Moment
Rob Wicall knows this firsthand. For over a decade, he performed as the beloved mascot of a San Antonio-based basketball team, a character that became iconic in silver and black. His job wasn’t just to entertain; it was to create moments that connected at a heart-and-soul level with fans.
One story captures this perfectly. During a game, Rob noticed a young girl in the stands desperately trying to get the attention of her favorite player. She and her father shouted again and again, but were overlooked in the noise of the arena. When it reached the point that everyone around her was screaming for the player too… Rob saw a moment in the making!
Technically, mascots weren’t supposed to bring fans onto the court – much less bring them over to the players! But Rob saw an opportunity. He lifted the girl from the stands, brought her down, and introduced her to the player. A quick photo turned into a lifelong memory. It became a moment the girl, her family, and the thousands of fans watching would never forget.
That’s how a brand moves from good to legendary: by turning ordinary interactions into unforgettable moments.
Two Lessons from Behind the Costume
What set Rob apart, besides his talent, was his mindset. Here are a couple things he learned during his time as a mascot that brands and businesses could learn from:
- Always look for connection. Rob trained himself to scan the crowd for small signals like a laugh, a gesture, or a child’s excitement. Then, he’d respond in a way that created a spark. For businesses, this means listening closely to your customers and responding in ways that show you see them.
- Break the script when it matters. Rules said “don’t enter the stands” or “don’t disrupt the flow.” But Rob knew when breaking the script would transform an interaction into a lifelong story. For businesses, it’s about knowing when to bend the standard process in order to surprise and delight.
What It Means for Your Business
You may have a polished brand and solid marketing, but what transforms a customer into a lifelong advocate is the moment they felt truly seen, valued, and delighted.
It doesn’t have to be dramatic. It could be a personal note after a purchase, a thoughtful follow-up, or an unexpected upgrade. The key is to look for opportunities where you can step outside the script and create something people will talk about for years.
From Brands to Stories
When people tell stories about your business, stories that become part of their identity, you’ve entered rare territory. That’s when your brand stops being just another option and becomes unforgettable.
If you’re ready to move your brand from good to legendary, Rob Wicall has built a system around creating moments that do just that. At The Reflect, he’ll show you how to design experiences that serve your customers and stay with them, long after the transaction is over.