During a recent trip to Amsterdam with my girlfriend, Lisa, we came across a little café called Chun. Tucked away in the city’s trendy Nine Streets, it’s known for its matcha lattes and Korean sandwiches—basically, an Instagrammer’s dream.

When we arrived, there was a small queue of about five people outside. I turned to Lisa and said, “Must be a popular spot.” Then I noticed a sign at the end of the queue: “Queue starts on the bridge.” I looked up and, sure enough, there were at least 40 people standing in -3°C, waiting on an Amsterdam canal bridge for their turn. At that moment, I realised—Chun wasn’t just popular, it was the place to be.

The funny thing? Right next door was another café, pretty much identical in style, probably serving similar drinks. But it was completely empty. And yet, despite the freezing cold, we weren’t even considering going there. We wanted Chun—especially now. (Hello FOMO)

This is brand power in action. Chun has a brand; next door just has a product. And that makes all the difference. Studies show that strong brand equity directly influences consumer behaviour—people are willing to go out of their way (or in this case, freeze) for a brand they connect with.

So next time you see a ridiculously long queue for something, remember—it’s not just about the product. It’s about the feeling, the experience, the brand.

Further Research:

After looking into the digital presence of both Chun and the café next door, it became clear that branding makes all the difference. Chun’s attractive Visual Brand Identity is immediately apparent when you land on their website or browse their Instagram feed. Engaging, creative content is front and centre, evoking feelings of calmness, warmth, and an irresistible desire to try their delicious food and drinks. In contrast, the café next door (I won’t mention names) felt too “corporate,” with a lack of creativity. Their website was functional but uninspired, and their Instagram feed had a similar vibe—stiff, unimaginative, and not surprisingly, they had far less engagement.

Branding isn’t just about aesthetics; it’s about creating an emotional connection that resonates with your audience. Chun nailed it, and it shows in the way customers flock to their door, even in freezing temperatures. Meanwhile, the other café, despite offering similar products, couldn’t create that same draw. It’s a perfect example of how the right brand can make all the difference in consumer behaviour and, ultimately, business success.

So, here’s the question: If your business was sitting right next to a competitor offering the same product, would people still choose you—and more importantly, would they be willing to wait in the cold for it? 🥶

At Nero Whyte, we help brands build the kind of brand equity that makes all the difference.

Information Sources

For references and further reading, please see the following sources:

• yourlittleblackbook.me – Insight into Chun’s popularity and its presence in Amsterdam’s Nine Streets.
• gjefr.com – Research on brand equity and its impact on consumer behaviour.