As of late, I’ve added a new feather to my cap: social media influencer. That’s right, I’m famous. What started as a simple, disgruntled tweet has not only spawned a new claim to fame but, more importantly, a teachable moment for brand management.

Once upon a time there was a gorgeous little shop in Lansing that sold delicious Italian goods. And paczki. The shop was named Roma, and after a half-century of making Lansing a better (and tastier) place, it closed its doors once and for all. It was time to retire.

So here we are in paczki season, but it’s not all donuts with jelly. Imagine my dismay as I’m driving down the street and see a billboard advertising the “best paczki in town” right next to the empty husk of Roma. Had Roma not closed, this bold claim coming from the bakery would not only be acceptable but infallible. But it isn’t from Roma, it’s from a local competitor peddling their pitiless paczki on sacred ground. To quote my original tweet, it’s “too soon” and in “bad form.”

Emotions aside, there is a lesson here. On one hand, we have Established Brand 1, many years old and beloved. Like, BELOVED. Then we have Established Brand 2, also many years and also BELOVED. Instead of dancing on a departed legend’s grave, Brand 2 had an opportunity to strengthen brand affinity. A message like this would have fared much better: “Salute to you, Roma, during paczki season. Enjoy your sunset.”

The truth is, Brand 2 would sell more paczki if they weren’t trying to sell paczki. This is an example of the power in leaving some things unsaid. They don’t have to say they have the best paczki. They don’t even have to say they make paczki. They just have to acknowledge the end of a beloved peer’s long, successful run, and let the consumer’s mind do the rest. These sorts of messages endear people, especially when it comes to local joints, and strengthen their fondness for a brand. There’s now a paczki void, and a simple tip-of-the-cap gesture lets people know who’s filled it.

Anyway, that’s my gratis guidance. Gotta go, the paparazzi just showed up.