by Kevin Coupe
I communicated with several people I know in Maine last week, including some MNB readers, as the state and its residents reeled from the mass killings in Lewiston. A number of them work in stores that were closed while the hunt for the killer was conducted; nerves were raw, and a deep sadness pervaded the landscape and its people.
LL Bean even closed its open-seven-days-a-week-365-days-a-year flagship stores, as well as its fulfillment centers and headquarters, in nearby Freeport. As things began to reopen once the immediate situation was resolved, I was impressed by the simple, eloquent message that the company posted on its website, saying that "Maine is more than just a place to us; it's our home, our community, our family, and our identity." The entire message is below:
It is, I think, an Eye-Opening example of how to communicate effectively, compassionately, gently, and in a way that is consistent with the brand.