The CX Blog

The title of a recent post caught my eye as I was perusing the aisles of blogs on Alltop.com. The Mummy, the Tart, and the Mystery Station was the name, and it was a post on the Wells Fargo blog. Ruh?

I had to click through to that, I thought maybe there’d been some tech glitch that put someone else’s post on Wells Fargo’s site. But no, the post was real and it really was WF, from November 19th.

The WF blog, called Guided By History, chronicles the roads the original Wells Fargo stagecoaches traveled. The author, Casey, is video posting and blogging his way overland, and in this case, into California down by the border, the Anza Borrego desert, parts of which remind him of the movie, The Mummy (hence the title).

And as you can probably guess, the “Tart” of the title is of the pastry kind, which he enjoys in the little town of Julian outside San Diego, a town known for its pies and pastries.

The Mystery Station is the Vallecito Station, one of the few remaining stations–albeit a reconstruction–of what they old Wells Fargo stations looked like.

What I like about this blog is that it’s real. I love the Southwest, it’s my natural home, so of course there’s the aspect of this road trip that makes me smile. But it’s more than that–it’s that Wells Fargo is at least attempting to say that they are about more than just banking. They have at least a branded attachment to a living history, if not a real one.

This blog does what so many company blogs want to do: it humanizes the company in a tangential, but meaningful way. I learned about some stuff that makes me think nice, happy thoughts about Wells Fargo, even if they didn’t mention the bank once in the whole post.

Bravo, Wells Fargo!