As we went from ride to ride at our local fair, I was noticing the themes that encapsulated each ride. My young daughters and their friends would quickly refer to each one as that theme to reference the ride.
From the one with the giant swinging boat that was “Pharaoh’s Revenge” to the basketball-themed one that focused on spin moves that spun nonstop. (Yes, my daughters made me do this one nonstop….)
Banana Theme
I noticed one that had the iconic Minions all over it. The theme was the little critters have a beach party with everything from rockets to bananas. If you’re as familiar with the Illumination IP as my daughters are thanks to the movies, you’d guess this one was a hit. As I waited, I saw how this ride obviously use to be just a general beach theme. Then they must have landed a deal with Illumination to license the Minions for the ride’s theme (or so I hope) — with this in mind I couldn’t help but notice that theme wasn’t just beach anymore, but Minions because that’s what all the kids called it “the Minions ride!” This theme became the shorthand for how they not only described the ride, but what gave it meaning.
This is common with fairs where you’ll see some rides be named and themed differently than they perhaps were years prior. I would describe it that these productized experiences get repositioned and repackaged according to that position. Just as Minions are popular right now, it made sense to reposition and repackage the experience as such which has definitely led to an increase in desire for the kids to partake.
The Theming of Meaning
What I find most interesting is that through the use of theme we manage the meaning that is derived from the offering. In this case, the huge rocking boat and functionality of the ride didn’t need to have meaning, it was the theme of Pharaoh and Egyptian motifs that provided the signals for the meaning to be extracted. It provides the shorthand by which we reference the object as well. We bypass the functionality of the object and use the theme to derive our meaning. Like the basketball ride, it’s not actually the game of basketball, but the theme as enveloped the concept and the spinning functionality to give it the meaning.
Before I go any further, I want to clarify that meaning is subjective. It isn’t something we extract directly, but what we assign through our inductive observations. Basketball can mean one thing to a certain person and something different to another. One might have grown up playing the sport and the other could flat-out hate sports. In my mind, the theme is a bridge that covers this gap. it helps guide and direct these associations so the audience is able to make the leap no matter where they’re leaping from. This makes the subjectivity of the meaning assigned less relevant, because the theme is the central core.
Theme and meaning work hand-in-hand to help communicate and allow the audience to assign their meaning so they can bypass the functional and begin applying their specific perceived value of the object.
The Reason for the Season
Just as everything at a fair is focused on indulgence, I would even say this is the theme of a fair. It’s a celebration of entertainment whether that is in the form of food, drinks, rides, or shows — these amusing mediums are the consumables of the theme.
“Fair season” is a thing because people know it entails this theme. Now each fair may portray this theme differently whether that is a mascot bear who is printed on the signs, vendors, tickets, etc. or developed into different areas as Disneyland famously accomplished.
This theme of indulgence is why we fully expect to eat unhealthy foods, spend too much, and partake of rides or concerts. The theme sets this expectation.
Similarly to the rides, we assign different meanings to this theme. For some, the fair means a special food they get or a tradition of doing all the rides, or they love getting a cold beer and going to a show. Their individual preferences curate and assign the meaning based on their value system.
No matter what, they apply their meaning that is within the accepted theme of indulgence.
Note: Indulgence is my interpretation of the theme because of the common thread that links fairs to French holidays and celebration of "holy days" — which is similar to our modern holidays where indulgence is a central theme whether that is Thanksgiving, CyberMondayMonth, St. Pattys Day, Spring Break, or even Christmas. The indulgence is self-gratification mixed with extravagance; this is supported by the fact that meaningful stories around Christmas are about giving, and selflessness.
Now what does this have to do with business and retail? Well, you’ve read this far so let’s get to that….
Theming Retail
We’ve made the leap from rickety rides to holidays by following the thread of theme and the meaning we assign to each. These products of consumption are no different when it comes to selling in retail.
Themes to me are a subset of brand since they help create the perception within the mind of the audience. Just as walking into a Target feels different than walking into a Walmart, our perception changes the experience even though they are both giant warehouses filled with countless products under bright lights.
You see, just as the context of an experience impacts our perception which then alters the meaning we assign the “it” — this also works in reverse. A perception will alter the way we experience the brand and its theme.
Retail can be in a theme of function where we buy the essentials like groceries, clothing, shampoo, etc. — this is essentially a department store. A literal department of certain products based on shopping needs. It’s functional and convenient.
A theme can also elevate a brand into more of an experience. Just as my daughters referenced the Minions, many of us love to reference Trader Joe’s.
The function of Trader Joe’s is simple. Groceries and such, but the experience is changed by the theme of Trader Joe and the amazing curation of products. This theme has given direction to the amount of SKUs, the store footprint, the employee attire, the marketing materials, signage, etc.
Once again, most only say they are going to a grocery store when they have to go to one of the competitors. However, I’ve observed that many shoppers don’t say they are going to a grocery store when they go to TJs, but rather they say they are going to “Trader Joe’s to buy groceries” — it’s different thanks to the theme and therefore the distinct meaning assigned.
This same reference happens when we say we are making a “Target run” which seems to have been a terminology created by fans that the Target brand later picked up and started to use in its messaging. We also refer to buying “a Starbucks” rather than going to get a coffee or something less specific.
To me this is because of the meaning the brands have created. A Target run is a lot more fun than going shopping; it even sounds more convenient and is focused on the theme of Target which proliferates in the brand identity. Buying a Starbucks says more about us as the consumer and we are emphasizing our association with the brand. Just as simply implying Trader Joe’s a full theme of textures, imagery, personalities, and more come to mind.
Theme plays a role in brand because it helps articulate the meaning for the audience.
To Theme or Not To Theme
It’s not the question….
Just as you have a brand whether you like it or not, just by being in business you are being categorized into a theme. The theme that is projected on you can come from your business category alone based on cliches and averages in the market.
Don’t believe me? Let’s play with a few products, winery you think of Tuscany cliches, beer you think of hipster cliches, and water you think of glaciers. It’s not your fault, these markets have gravitated toward these themes for good reason.
However, when we look at the brands that truly break free, we see those who use the power of theme to build their own.
Grocery stores all feel the same, Trader Joe’s broke away with adventure.
Waters all feel the same, Liquid Death broke away with metal.
Coffee shops feel the same, Starbucks broke away with ‘third place.’
Amusement parks all feel the same, Disneyland broke away with well… themes!
The theme is part of your brand, it plays a major role in the perception of your business. Whether that is projected on you by your market, or one you have crafted that focuses on luxury, adventure, savings, indulgence, fun, etc. — what matters is that you at least manage it. Or better yet, you leverage the power of it to help the cohesion of your perception so you can have a desirable brand.