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Cool Brands – The Cool Factors

Do you remember the cool kids in school? They always made witty comments with perfect timing. They always had the right clothes and the right look. They seemed years ahead of us! We envied them and tried to be like them. We were either in or out of fashion. Likewise, some brands have it and some don’t. What is the cool factor? How does a brand get an “OMG that’s soooo cool!!!” reaction?

While coolness is an intangible and elusive concept, being a cool brand is lucrative. It means huge economic profits based on premium pricing, insatiable demand, and image enhancement beyond your control. It can also be a major barrier for any competitors. Researcher and blogger Harsh Verma says “Cool is a scarce resource capable of bringing about value transformation.” Stephen Cheliotis, chairman of the Cool Brands Council, says that innovation, originality, authenticity, and desirability makes a brand cool.

Other experts say that cool brands only matter to people who tie their identity directly to that product. To make this relationship happen, a community aspect of interact with the brand is required. It’s easy to understand how high tech (Tesla, Apple, Google, Samsung, Sony) and luxury brands (Gucci, Rolex, Prada, Tiffany) become cool but how do everyday products like deodorant, underwear, shoes, food, or other mundane products become cool?

What is Cool?

Wikipedia defines cool as a word often used to express admiration or approval. The word became popular in the late 1940s by Black American jazz musicians, who were real cool cats.

Things or practices have been called cool to mean superlative, excellent, exclusive, special, original, unique, rare, exciting, and desirable. Like all things we want to know we put questions like this through a vigorous scientific evaluation. But what exactly is cool?

Alan Tapp and Sara Bird in their research paper (2008) defined cool as “the best [word] to describe that elusive, exclusive quality that makes behaviours, objects so hip, desirable and symbolic of ‘being in the know’.”

Clive Nancarrow and Julie Page defined cool in the Journal of Consumer Behaviour as a laid back, narcissistic, and hedonistic attitude and as a form of insider knowledge. In true cult-fashion, everyone wants a piece of your brand until it becomes uncool. Cool isn’t for the masses; it needs to have a distinctiveness and restricted access to keep its cool factor.

According to a Datamonitor (2005) report, the perceptions of cool vary by age. While young consumers often mimic celebrities who are to be perceived as cool, most teenagers and adults view cool as a means to express their individualism. Older customers were found to view cool as synonymous with quality.

Numerous researches and marketers have tried to formulate a concrete description of ‘coolness’. The closest any researcher has come to such a definition has been Sandra Loureiro and Rui Lopes (2011) in their study Characteristics of Cool Brands: The Development of a Scale and a study done by Caleb Warren, Rajeev Batra, Sandra Loueiro and Richard Bagozzi (2019) titled Brand Coolness.

The two studies identified ten major cool characteristics. I took the liberty of mashing the insights together and created some symmetry in their outcomes to develop a coolness brand wheel. Hit all ten characteristics and your brand will be so cool that Oprah Winfrey would need to put it on her “Favorite Things List.”

Cool Brand Wheel

In essence, the Cool Brand Wheel perfectly explains the coolness factors as behavioral, state of mind, aesthetic, social distinction and appropriately autonomous. Coolness can turn a ‘want’ into a ‘need.’

 

Here are the ten cool factors:

Autonomy

Branding legends Jack Trout and Al Ries said that consumers shop primarily by categories. People can only remember a few brands per category. The goals is to be at the top of that list. Once the category list is full–it’s full. A company can only break that full list if they develop a new, unique category.

Cool brands are either at the top of the list or in a category on their own. They are perceived as the creator of their category. For example, there is a numerous automobile brands, but the most successful ones have built their brand on a unique category (i.e., safety, luxury, speed, quality, etc.). Tesla has recently marketed itself as the electric car company; they created a brand new category.  While other well-known automobile companies have electric cars, they don’t own the new category, Tesla does. Being the first in a category helps the brand be unique, distinctive, and autonomous making them cool.

Caleb Warren and Margaret C. Campbell published a paper in the Journal of Consumer Research on how autonomy influences coolness. They concluded that “coolness was a subjective, socially constructed positive trait attributed to cultural objects (like brands) perceived to be appropriately autonomous”. Note the word ‘appropriately’.  What they found was that the degree of autonomy was important. They needed to create a sufficient divergence from the norm.

Apple was initially highly autonomous due to its obscurity and association with the graphic design community.  They allied themselves with strong graphic software like PageMaker, Photoshop, Illustrator, QuarkXPress, and Adobe. According to Columnist Charles Pillar, the famous 1984 ad help portray Apple as a symbol of counterculture: rebellious, free-thinking and creative. They became synonymous with desktop publishing, photography, creativity, and design industries.

Over time, Apple continued to redefine itself and its marketplace. While Apple didn’t invent the MP3 player, the smartphone, the smart watch or the tablet, they made the best products.  They also made them cool. Apple designer Jonathan Ive said, “Our goals are very simple—to design and make better products. If we can’t make something that is better, we won’t do it.”

Apple has clearly positioned itself as a brand that thinks differently and stands out. To emphasize being autonomous, Apple has purposely associated itself with autonomous rebels and artists such as Picasso, Einstein, Nelson Mandela, and Mark Twain.

It is hugely important that brands be authentically autonomous, otherwise they can be perceptive as conceited. This is a problem that Tesla owner Elon Musk has faced. To be authentic, a brand needs to have a unique story and reason behind their brand. The brand needs to be true to its heritage. The brand promise must be clear and delivered at every customer touch point. The brand must live the talk. To be cool, a brand needs to follow its own path, regardless of the norms, beliefs, or expectations of others.

Memorable

In a world where we have a hard time concentrating, brand memorability is a challenge. Havas (2018) found that brand campaigns have a direct impact on consumer behavior only after 60 days have passed. What they discovered was that memorable campaigns had a greater chance of recall after 60 days. Nigel Hughes, managing director of Havas said “There is a significant gap between being aware of a campaign and remembering it. With so many channels broadcasting, respondents are initially aware of many campaigns, but they don’t remember the messages…” The stickiness of the message is just as important as the awareness.

There are a number of ways to make your brand memorable or sticky. If humor fits your brand personality, it can be very useful. Old Spice understood the importance of entertaining their customers. They took an old brand and “Swaggerized Their Brand” into one of the top brands in its category.  Landor, a leading brand consult and design company said “Old Spice’s business has grown by double digits every year since the new positioning went to market.” For more on using humor check out this blog post.

Pulling consumers heartstrings can also attract massive views and social engagement. Every holiday season airline companies, department stores, and tech companies try to bring out the holiday spirit, hoping to transfer the warmth onto their brand. But, be careful, too much love isn’t cool.

Being offbeat and edgy can also get a brand noticed. This generally includes being rebellious, risky, and controversial. Taking this direction can quickly fortify a stronger bond between a brand and consumers but can also repel a portion of consumers. Nike’s support of Colin Kaepernick’s racial injustice cause is a case in point. As their ad said “Believe in something. Even if it means sacrificing everything. Just do it.”

Preciousness

People have always been attracted to beautiful aesthetics and expensive things. Highly exclusive and extremely expensive brands are historically cool. Diamonds have continuously been cool. Just ask my wife.

In contrast to today’s crazy world, simple, sleek, modern designs seem to elevate the consumer’s senses. These design elements are seen in functional, sound, touch, and visual manifestations. Apple has perfected a clean and minimalistic design in of all of its products including packaging and advertising. As Dan Frommer said, “Apple products are cool because you don’t have to figure out how they work—they are natural and human.”

In their book Rethinking Prestige Branding: Secrets of the Ueber-Brands, Wolfgang Schaefer and JP Kuehlwein coined the phrase Ueber-Brands. For Ueber-Brands, prestige is less about high prices and more about provoking pride and aspiration through mythical storytelling.  

Paying a hefty price of entry shouldn’t create buyer’s remorse but a belonging that should continue to keep giving.  Extra attention to the details and the little things makes a brand stay cool.

Social Awareness

Brands that do good is not a new concept. But its popularity has increased among Millennials. Millennials have become socially conscious; they buy brands that demonstrate their commitment to changing the world. The extreme weather conditions and devastating consequences of climate change have created a highly-sensitive consumer base that appreciates corporate social engagement. Caring for our planet and humanity are becoming an integral part of a brand’s business strategy, as they activity engage in communities and social and environmental causes.

For example, TOMS started out as a shoe company with a one-for-one promise:  for every pair of shoes purchased, a pair was donated to needy children. Today, they have expanded into one-for-one spectacles that provide ophthalmic treatment to the needy, one-for-one coffee where each cup sold provides clean water to the poor, and one-for-one bags that help save lives of birthing mothers and their newborns in developing countries. Very cool!

Patagonia scores big in this area as an environmentally and socially responsible company. Their mission statement clearly states, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Tribe

According to the Ueber-Brands concept, there is a precarious balance between longing and belonging. While the goal is to acquire as many customers as possible to maximize profits, you must be careful to balance inclusiveness with exclusivity. To be cool you always need the admirer, desirer, and dreamers to be part of your tribe. Brands that build strong communities help the brand to evolve and also fulfill peoples’ needs.

Remember the day when it was cool to wear white iPod earphones. Now, it’s the white earbuds. I’m not sure if this qualifies as being cool today. But Apple has sold over 2 billion iPhones & iPads since 2007. They continue to introduce a new model every couple of years to create exclusivity and to keep their loyal tribe happy and wanting more. And they have a very big tribe.

There is something special about being part of an exclusive club. Harley-Davidson motorcycles understood the idea of building a community by setting up the Harley Owners Group H.O.G. across North America. Chapters popped up everywhere and the company started sponsoring rallies, showcase new motorcycles. It was a win-win and the cult-like Harley Nation was created with over half a million participants. “I’m very into the Harley myth,” says Alvin LaSalle, a 63 electrical contractor from California. To prove it, he proudly displays the Harley’s trademark wings tattooed on his arm. The brand has always been associated with the Hell’s Angels, who supposedly uses the Harley owners’ manual as a bible at wedding ceremonies. Their challenge today is to make the HOG cooler for Millennials whose parents are still driving them.

Authentic

Reflecting on the past and reinventing oneself in a familiar, but unconventional way accentuates coolness. Many of the world’s luxury brands like Louis Vuitton, Chanel, Hermes, Gucci, Cartier, and Tiffany perpetuate themselves by highlighting their history, and craftsmanship. It’s never bad to remind your customers what you stand for.

History legitimizes the core brand values and how they became who they are today. This doesn’t mean that the brand fails to change, but that they continue to evolve while maintaining their ultimate goal of surpassing customers’ expectations.

Classically cool individuals stay away from trends and so do trendy brands. It can be important to stay true to your roots and stay the course. Timeless brands are consistent in look and style. Coca-Cola is a great sample of a brand true to its roots with decades of steadfast positioning and looks. However, the brand isn’t entirely unchanging. The brand should be tweaked constantly overtime in a natural fashion without fanfare. Being discrete and real is also cool.

Original 

In connection with being authentic, cool brands must also be contemporary. This means reinventing itself in a progressive, natural fashion that strongly ties back to the brand’s purpose and vision. This is how Apple was able to morph from iMac to iPod, iPad, iPhone, and Apple Watch. What’s next? The autonomous iCar?

Old Spice is an interesting case in point. It had been around for over 70 years and was starting to become an old man’s product. It wasn’t on my shopping list, but it was on my dad’s. In 2010 that all changed when they launched one of the most successful rebrands with the “Old Spice Guy”.

They spiced up the product line and attracted a new customer-base; now their product is very cool. There is a fine line between timeless and contemporary, but Old Spice navigated the waters with skill.

Back in the 1970’s their slogan was “Mark of a Man” and targeted dads and grandfathers. Today, their focus is on young men with the slogan “The original. If your grandfather hadn’t worn it, you wouldn’t exist.” The nautical theme is still present, but the colonial sailing ship is now a racing sail boat. The packaging has also evolved over time. Initially, the bottle was made of clay (something you would find on a sailing ship in the 1930s), then it became a cream-colored glass bottle that mimicked pottery design, finally it evolved onto a plastic bottle.

The fundamentals of the Old Spice brand still remain the same: nautical theme, cream color bottle, and red top. What’s different is its coolness.

Unconventional

Cool brands march to their own drum.

Recognize these names: “Cherry Garica, Chucky Monkey, Phish Food, The Tonight Dough, and Americone Dream?”

These are Ben & Jerry’s ice cream flavors. Two Vermont boys, Ben Cohen and Jerry Greenfield ignored conventional wisdom and built an ice cream business worth $326 million (Price sold to Unilever in 2000). Here are some of the unconventional ways they built the brand:

  • Instead of using venture capital to expand their business, they sold shares door-to-door shares ($126 each). They raised $750,000 for their first expansion efforts.
  • When Pillsbury (owners of Haagen-Dazs) was discouraging vendors from selling Ben & Jerry’s ice cream, they retaliated with an ad campaign “What’s the Doughboy Afraid Of?”
  • Back in 1988, their business was ahead of the times based on three missions:
    • make fantastic ice cream
    • build sustainable growth by respecting the Earth & Environment
    • make the world a better place.

As the franchise development manager for Ben & Jerry’s, Eric Thomas said, “You really can change the world through ice cream.” One cool scoop at a time.

Emotional Connected

Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase making decisions take place in the subconscious mind, a place where emotions are king. Activating an emotional connection can be very beneficial, but you will not connect with everyone. You must clearly understand your customers’ needs and wants to connect at this level. If you connect, the risk will be well worth the effort. If you don’t, you’ll have egg on your face.

Pepsi’s Kendall Jenner protest commercial was a great example. Somehow, the public couldn’t buy the concept that Jenner could stop hatred and tension with a can of carbonated sugar.

For more on this topic check out my blog article called A Brand with Feelings.

Energetic

A cool brand has energy and excitement. I don’t mean loud and always on. More like smart and with-it. These are brands that are current. They don’t just follow current events but make things happen. They are rebels with a cause. They think and act as if the world is their oyster.

Energetic cool brands also speak to youth. They speak their language and engage in the conversations on their terms. Participation is key to building a mutual relationship. Over the last six years, Moosylvania has surveyed Millennials to track their brand preference. Unsurprisingly, top brands always includes Apple, Amazon, Nike, Samsung, Target, Wal-Mart, Sony, Microsoft, Google, and Coca Cola. If you look deeper into the list, you will see brands that make them look, feel good, and keep them entertained.

As the iconic David Ogilvy said, “You can’t bore people into buying you product, you can only interest them into buying it.” There needs to be a level of fun and fascination to keep customers engaged with the brand.

Can you think of a cool brand that isn’t fun in one way or another? I can’t.

 

Another Cool Factor – Sexy

‘Sexy’ doesn’t fit easily onto the Cool Brand Wheel, but it can be a powerful branding tool. Sexy is a primal instinct. A sensual attraction, excitement, or even ecstasy. ‘Sexy’ branding can be a risky business.

Bad-boy brands like AXE, Calvin Klein, Abercrombie & Fitch, and Playboy built a tribe based on selling sex, and all of them were super cool at one point. Sexy people are notorious for making brands cool like Kim Kardashian, Paris Hilton, Marky Mark Wahlberg, Jenna Jameson, Justin Bieber, and a number of Victoria Secret models.

While sex and sexy can attract attention and help create coolness, they aren’t a sustainable factor. Other factors of the Cool Brand Wheel must be present. Overtime sexy can also have a negative effect on a brands when people only remember the attractive bodies and not the brand.

Stay Cool

The cool brand wheel is a great way to move a brand from functionality to coolness.  A product is built on attributes. A brand is built on a narrative that people want to embrace and buy. A cool brand is built on mythology, faith, and desire. Cool brands give meaning to our lives. They make us feel happy and good. They make us proud. They make us cool.

Coolness must seem effortless not forced or manipulated. It isn’t just a clever or sexy advertising campaign. Many cool brands’ origins are associated with being non-mainstream, controversial or sub-cultural, almost cult-like. Growing into a massive brand or becoming part of a multinational enterprise can easily affect the coolness factor.

Cultural shifts and demographics shifts can have significant impact on what defines coolness. There was a day that cigarettes, especially Marlboro, were sexy and cool. Remember the Hummer vehicle? Now known as the gas guzzler. Then there was Krispy Kreme, the cult-like doughnuts. As one customer said, “Fresh Krispy Kreme is the food of the gods.” What happen to the once cool brands of Gap, MTV, Nokia, Dr. Martens, and Playboy? They failed to stay cool.

Cool brands aren’t built, they are cultivated. Customers determine if a brand is cool. A brand can continue to emulate coolness if they carefully balance the ten cool factors and stay in the lead by turning customer’s wants into needs. The benefits of being a cool brand are enormous: fame and fortunes beyond your control. Be cool.

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Lovable Animals Create Formidable Brands

Many successful brands have built their brand equity on the backs of animals. Figuratively speaking, no PETA protest required. It’s a known fact that cute and lovably animals can help sell brands. Real animals and anthropomorphic animals can make a brand likable and memorable – two important brand drivers.

Sixty-eight percent of American Households Have a Pet

There are three-times more dogs and cats in the USA than people in Canada – 90 million dogs and 94 million cats, respectively.  In Canada, the same trend exists with approximately 8 million cats and 6 million dogs (Ipsos Reid). Does this mean cats are the preferred pet? My Facebook stream would indicate that cats rule the world. But dogs aren’t too far behind. Actually, more brands use dogs than cats in their branding efforts.

The Power of Animals

A UK research study found that fifteen percent of people care more about their pets than their significant others. There is a special bond between animals and humans. Dr. Ann Berger says this “is part of our evolution, and it’s very powerful.”

This bond can be traced back as 15,000 to 30,000 years ago to a Bonn-Oberkassel dog that was found buried with two humans.

In the early 1970s the term ‘human–animal bond’ was first used in academia. Since then, there have been a multitude of research studies indicating the positive benefits of pets such as lowering blood pressure, heart rate, and stress-related hormones. Lower stress has positive health effects and helps us live longer. Even an aquarium of fish can help calm a person with advanced Alzheimer’s disease (Edwards and Beck, 2002; Edwards et al., 2014).

Walt Disney understood that animals attract an audience. One of his first successes was the lovable Mickey Mouse who became synonymous with the Disney brand.  Mickey Mouse brought Disney great fame and a fortune worth over $5 billion. Walt was obsessed with making his animated animal characters more realistic with human-like facial expressions, movements, and feelings. He pushed animators and technology to their limits.  Charlotte Olsen in her article Disney Movies: Anthropomorphism concludes that “humans empathise [sic] with animals perhaps more so than we do with humans.” We all grew-up on a staple of Disney anthropomorphic animal characters every morning like Mickey and Minnie Mouse, Donald and  Daisy Duck, Goofy and Mickey’s pet dog Pluto, to name a few. Then there were the endless movies.

Brands hope to transfer our love of animals to not so loveable products.

A Brand’s Best Friend

People young and old love animals. Cute and innocence sells.

Four of the biggest cereal companies built their brands on animal characters. We grew up staring at cereal boxes prominently showing Cornelius Rooster on the Kellogg’s Corn Flakes, Tony The Tiger on Kellogg’s Frosted Flakes, Toucan Sam on Froot Loops and BuzzBee on Honey Nut Cheerios.

The breakfast cereal market was worth over $37 billion US dollars in 2016 with Kellogg’s brands and General Mills accounting for over 60% of the market. How did these anthropomorphic animals end up on millions of cereal boxes?

Cornelius seems like a natural fit as a rooster, crowing as you eat breakfast at the break of dawn. But, John Harvey Kellogg, a devote Seventh-day Adventist, was working on a number of strict vegetarian recipes that lead him to discover Corn Flakes in 1894. It was his intent as a religious man to reduce dyspepsia and masturbation with this new product. I am not sure how successful he was with his plan, but his brother formed the Kellogg Company in 1906 with Corn Flakes. Cornelius didn’t appear on the box until the early 1950s.  After learning this history of Corn Flakes, a cockerel on the cereal book now has a very different connotation.

In 1952, Kellogg’s introduced Sugar Frosted Flakes of Corn. There were four different boxes with four different anthropomorphic animal characters: Katy the Kangaroo, Elmo the Elephant, Newt the Gnu, and of course Tony the Tiger. It wasn’t long before Tony became synonymous with the brand by advocating its GR-R-REATness.

Another Kellogg’s brand, Froot Loops, debuted in 1963 with Sam the Toucan, a tropical bird with a long colourful beak. The original colours on the beak used to represent the three different coloured flavours in the box. When first sold, the brand was called Fruit Loops but after a legal challenge claiming that the word “fruit” was misleading they landed on “Froot.”

Honey Nut Cheerios is a variation on the very popular Cheerios brand that was introduced by the General Mills Cereal Company in 1979. The sweeter version of Cheerios became an instant success. For the first twenty years, the bee on the box just keep buzzing around without a name. In September 1999, General Mills launched the “Name the Honey Nut Cheerios Bee Contest” where 11-year-old Kristine Tong won the contest with the name “BuzzBee”.

In 2017, with declining sales, the brand launched a highly emotional campaign called “Help Bring Back the Bees” by removing Buzz the Bee off the Honey Nut Cheerios box. In their haste to save honeybees, they accidently included invasive seeds in their bee-friendly wildflower seed packets. Attention to detail is always important.

Nonetheless, the famous Leo Burnett and his agency created some of the most icon anthropomorphic animal brand characters like Tony The Tiger (Kellogg’s), Hubert the Lion (Harris Bank), Morris the Cat (9Lives), Charlie the Tuna (StarKist), and Toucan Sam (Kellogg’s).

Animals Don’t Bite the Hand That Feeds Them

The benefits of using an animal to build a brand are multifaceted. Not only can you control how the animal is portrayed, you can modify it at any time. Of course, cartoon animals are the easiest to manage over time. Animals are cheaper and easier to keep on a leash than any actor or celebrity. Unless you were Grumpy Cat, who is estimated to have earned millions. Animals can also help low-involvement product brands get noticed like insulation (pink panther), toilet paper (kittens, puppies, and bears) and sugar water (polar bears).

Using real animals does possess some challenges. Animals may not follow orders and have shorter life spans, but in most cases these problems don’t stop the brand from finding a look-alike. There is never any risk that the animal character is going to embarrass the brand at a party or in public unless it’s a mascot.

One immediate benefit of animals is that they have existing cultural meanings. These characteristics can quickly be transfer onto the brand as a benefit or attribute. Animals can telegraph a specific message without using any words. For example, the eagle portraits honesty and trust, the rabbit symbolizes fertility and approachability.  The owl stands for wisdom, bees imply diligence, and the lion, the king of the jungle, suggests strength and courage.

Brands Gone to the Dogs  

Several studies (Spears, Mowen, Chakraborty (1996), Moyers (2001), S. M. Stone (2014)) have analyzed the types of animals use in advertising and branding. They found that dogs were the most popular animal. Karen London, PhD says, “In recent years, dogs have appeared in about a third of all television commercials.” Man’s best friend portrays a feeling of a happy, well-balance family and unconditional acceptance. Dog lovers are all about building companionship. Many brands use dogs to project fun, love and loyalty.

One of the first brands to use a dog in its brand identity was Gramophone Company. Their logo design was taken from a painting of a dog listening to a phonograph by Francis Barraud in the late 1800s. The story goes that Francis’s brother died and willed him his phonograph player, records, including voice recordings of his brother, and a fox terrier dog named Nipper. Every time he played his brother’s recorded voice the dog would run over to the phonograph and listen intently.  A true Hallmark moment.

The painting was called “His Master’s Voice.” About eight years later they changed their name to HMV. Later, the Victor Talking Machine Company acquired the graphic design. In 1929, Radio Corporation of America RCA acquired Victor and made the logo their brand. For many decades Nipper and his son Clipper helped promote RCA records, RCA televisions and RCA electronics. At one point in time the RCA dog became one of the Top Ten Famous Brands.

Several memorable Super Bowl commercials can thank a fury four-legged friend for their success. Skechers, Budweiser, Amazon Alexa, Bud Light, Taco Bell, Doritos, and Volkswagen all secured their success with a dog. Rob Schutz, past VP of Growth at Bark & Co., says a social media suave dog can fetch anywhere from $2,000 to $10,000 per sponsored post on Instagram. “All sorts of brands want to tap into dogs,” says Schutz. Go fetch!

But the funniest animal commercial on Super Bowl XXXIV (2000) was a cat commercial called “Cat Herders” by Electronic Data Systems EDS. The following year they did another spot called “Running with Squirrels.” I’m not sure rats with long bushy-tails had the same charm.

Cat Paw-sitive Branding

There are dog people and cat people. According to a study by Denise Guastello, an associate professor of psychology at Carroll University, people who said they are dog lovers are more outgoing, energetic, and tend to follow rules. Cat lovers are more subdued, introverted, open-minded and just more sensitive. They also score higher on intelligence. Guastello rationalize that “if you’re more introverted, and sensitive, maybe you’re more at home reading a book, and your cat doesn’t need to go outside for a walk.” Cat lovers are more interested in the affection their feline’s exhibit. In a study by Budge, Spicer, Jones and St. George (1996) they concluded that “men with a cat were considered nicer, more stylish, and more active than if they had a dog.”

The most famous brand cat was Morris The Cat who built the 9Lives cat food franchise of over 50 years.  Morris made his debut in 1968 after he was discovered at the Humane Society in Hinsdale, IL. The orange tabby cat had the right attitude and starred in over 50 9Lives commercials, including several Super Bowl appearances. In 1983, Time Magazine declared Morris “The Feline Burt Reynolds”. US Magazine called Morris the “Animal Star of the Year” (1982-84). He is also credited with “writing” three books on cat care. Over the years, this finicky cat food connoisseur has downplayed his negative attitude to reach the new millennial customer with a more “charmingly choosy” attitude. Not surprisingly, this cat is on all the social media channels. Morris was played by at least three different tabby cats or maybe more.

ReelSEO.com has reported that there are over two million cat videos on YouTube generating over 25 billion views. Sorry dog lovers but cats rule the social channels. For example, the keyboard cat video has garnered over 55 million views and over 87 thousand comments. CNN estimated that there is over 6.5 billion cat pictures on the internet. Cats will outsmart dogs every time!

The most famous cat of them all was Grumpy Cat (also known as Tardar Sauce) who stared in a Christmas movie called Worst Christmas Ever. This popular internet meme has also appeared on MTV Music Awards, The Playboy Morning Show, and American Idol. We all know that Grumpy isn’t really grumpy, but we have projected a human emotion onto the animal. Their passiveness allows us to put words in their mouth. What does this have to do with branding? In 2013 Grumppuccino was launched by Grenade Beverage, a California coffee company, with the Grump Cat’s face plastered on every bottle.

In 2018, Grump Cat was awarded $710,000 in damages from Grenade Beverages who breached Grunpy Cat’s copyright by adding another product Grump Cat Roasted Coffee in 2015. Grenade Beverages must be grumpier.

On May 14, 2019, Grumpy Cat passed away, but her valuable brand still lives on.  Over 800 different merchandise items are still available for sale online with Grump’s face on shirts, mugs, cell phone covers, shoes, posters, etc. She has also been immortalized as a wax figure at Madame Tussauds in London, San Francisco, and Washington DC.

Grump Cat isn’t the only celebrity cat online. There is a clowder of famous cats online like Lil Bub, Nala Cat, Cooper the Photographer Cat, and Colonel Meow, to list a few. If a brand can cash in on animal marketing, the brand would be a fat cat!

The Animal Kingdom of Brands

One of the first cigarette brands launched in 1913 by R.J. Reynolds Company was Camel cigarettes with a camel front and center on the pack, a palm tree and a pyramid in the background.  Not the most lovable image or animal. No. They were going after exotic. The camel emphasized “Turkish blend” and the pyramid signaled Egyptian sophistication of 6,000 years of history and culture. At that time archaeologist were busy raiding the tomes of pharaohs.  

Before launching, R.J. Reynolds tried to create an alliance with the other local tobacco manufactures to control competition in the specialty cigarettes market, but the US Supreme Court ruled the agreement was illegal.  When the teaser campaign “The Camels are coming!” was launched, it was considered a joke. But where there was smoke, there was fire. The camel on the cover design was called “Old Joe,” and he quickly became the brand face of the over 425 million packs sold in the first year.

In ten years, Camel cigarettes took control 45% of the US cigarettes market. In December 1952, Reader’s Digest, a best-selling international journal, published a series of articles called “Cancer by the Carton,” dealing with the health risks of smoking. The effect was immediate and cigarette sales declined for the first time in twenty years. In 1958, to help stimulate sales, R.J. Reynolds decided to revamp the Camel package design by removing the pyramid behind Old Joe. There was a strong negative backlash by Camel smokers.  Where have we heard this before?

By 1970, Camel cigarettes was no longer one of the top five most popular cigarettes brands which were Winston, Pall Mall, Marlboro, Salem, and Kool.

Kool cigarettes were launched in 1933 with Willie the Kool Penguin to help market the new menthol cigarettes. The penguin suggested “cold” to promote the cool sensation of the menthol. By the early 1960s Willie was put on ice and retired from representing the Kool brand.

On the 75th anniversary of Camel cigarettes, Joe Camel, an anthropomorphic camel, was introduced to celebrate Old Joe’s birthday – “75 years and still smokin’!” Joe Camel was such a hit that he took center stage as the “smooth character.” Critics said that Joe’s exaggerated nose was a phallic symbol to suggest smoking is a virile pursuit. Actual scientific fact would differ with this suggestion.

Joe Camel gave the brand a huge lift in sales as a cooler, hipper brand, especial among younger male smokers. It also started attracting the attention of anti-smoking activists who were growing in power every day. On July 11, 1997, The New York Times ran the following headline “Joe Camel, a Giant in Tobacco Marketing, Is Dead at 23.” After only nine years Joe Camel character was proactively pulled from Camel cigarettes marketing. President Clinton was quoted as saying ”We must put tobacco ads like Joe Camel out of our children’s reach forever.” Proof that lovable animals can endear a brand and sell even butts.

A Brand Personality Starts with a Lovable Animal

Animals have successfully helped many brands standout. Planosophy blog said, “Brands are metaphors for inanimate products and intangible services. Animals are living breathing metaphors. Their marriage is one of common sense.” These brand advocates range from pets, farm animals, wild beasts, geckos, and sea life. They have enriched our lives and have become ingrained in our physic like Disney characters. There is an innate positive and hopeful feeling that animals portray with unconditional love. They touch our inner innocence and create a warm, comforting smiles that no human could emulate. They are a powerful ally, if used correctly.  

Be the brand your animal thinks you are.

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How Do Brands Deliver the Future? Innovate

Innovative is the most overused word in business. However, it is also the most important business concept. Without innovation, a business cannot survive. Last year, Inc. magazine published the top ten overused company buzzwords. Guess where “innovative” ranked? It was number one! Search the word “innovative” on Google and you get over 2 billion results.

In today’s world of disruptors, digitalization, Artificial Intelligence, and the Internet of Everything, every brand is looking for the ultimate innovation to keep them relevant and profitable. Every CEO understands that innovation is key to their brand’s future. Yet, it is often elusive. Every day, formerly popular brands become obsolete.

A brand can either ignore reality or start looking for new opportunities outside their comfort zone. Thomas Friedman, author of The World is Flat: A Brief History of the Twenty-first Century says, “the most important attribute you can have is creative imagination – the ability to be the first on your block to figure out how all these enabling tools can be put together in new and exciting ways to create products, communities, opportunities, and profits.”

Shawn Hunter the author of Out Think: How Innovative Leaders Drive Exceptional Outcomes, defines innovation as the implementation or creation of something new that has immense value to others.

“Creativity isn’t necessarily innovation,” Hunter told Business News Daily. “If you have a brainstorm meeting and dream up dozens of new ideas, then you have displayed creativity, [but] there is no innovation until something gets implemented.”

Innovation is Putting Ideas into Action

Creativity is the process of developing unique and novel ideas. To find out more on this topic check out 9 Creative Ideas for Great Branding. Innovation is the process of putting new ideas into workable, physical actions that create measurable financial results and brings value to the brand and its customers.

It’s easy to generate ideas. The hard part is implementing the ideas. There will be many reasons why an idea can’t be implemented such resource limitations, timing, expertise deficiencies, process and production issues, costs, and leadership. Most big ideas cannot be implemented without many small, successful ideas.

A company’s internal culture sets the stage for their ability to create great ideas, but that is only the start. Most companies don’t know how to move an idea into reality.  Physically implementing an idea requires many disciplines across many different silos. A clear system must be in place to turn new ideas into overnight innovations.

Innovation Starts with a Problem

Many new innovations are inspired by a problem such as declining sales, customer changes, shifting trends, new technologies, or competitive actions. The trick is listening to what customers are thinking and understanding the opportunities or issues. Brands need to closely watch the marketplace (locally and internationally) to understand shifts in attitudes, trends, and technology drivers.

In her article, The 10 Things Innovative Companies Do To Stay On Top, Julie Bort says that successfully innovative companies get their best ideas by listening to their customers. In Everything Connects—How to Transform and Lead in the Age of Creativity, Innovation and Sustainability, Faisal Hoque and Drake Baer emphasize the importance of engaging customers throughout the innovation process. “Listen again to the customer to help them imagine; use prototypes to elicit feedback; listen to customer acceptance/buying criteria; listen to what could go wrong, but don’t let the devil’s advocate take control.”

Innovation is a Constant Process

New ideas can be easily implemented by setting up an internal start-up team that works on a concept from start to finish. Another popular way is to buy out promising innovation companies and combine them into the big brand powerhouse. David Friend, CEO of Wasabi Technologies, says “It’s hard to have a corporate culture that juxtaposes caution and process on one hand with nimbleness and innovation on the other. So, it’s a good idea to separate the two functions inside the company so that both are fostered.”

In the Harvard Business Review, Gary Hamel, London Business School professor, and Nancy Tennant, past chief innovation officer innovation at Whirlpool, suggest that innovation requires a systemic view. “It’s not about individual tools and tactics, but how each of those methods fit together to accelerate the product innovation cycle.”

Technological companies like Facebook, Apple, Amazon, Netflix, and Google (FAANG) have figures this out from day one as they continue to innovate and introduce new brands in a timely fashion.

Amazon CEO Jeff Bezos said: “Invention comes in many forms and at many scales. The most radical and transformative of inventions are often those that empower others to unleash their creativity — to pursue their dreams.” Apple’s career website says every sentence at Apple starts with ‘what if…?’: “Everyone here is an innovator, or an innovator-to-be. That’s how we create the kinds of products and experiences that few ever imagine…innovation comes from everyone in every role at Apple.” Netflix’s Culture Manifesto states: “You thrive on change” and “You challenge prevailing assumptions and suggest better approaches.” Facebook strives to make “innovation a daily habit” by encouraging its employees to constantly introduce new ideas. Google promotes a culture of innovation through its eight principles of innovation that help empower employees to innovate.

Innovation Needs to Be Fast

Jeff Bezo is focussed on swiftness; He strives to meet his customers’ every need in hours not days. Every day he asks one simple question: “Are we a Day 1 or Day 2 Company?” A Day 1 brand believes that every day is a new day; experimenting, inventing, and innovating are the norm. Day 1 brands are passionate about surpassing customers’ needs and aren’t hostages to the process. Day 1 brands stay ahead of the curve, have high-speed decision making skills, and believe that 80 percent confidence is enough. They detest bureaucracy, waste, and outdated attitudes and practices. Agility isn’t just a word but an attitude that embraces a start-up spirit regardless of history or size.

Only Innovative Brands Will Survive

Well established older brands are generally less nimble. They have well established processes, systems, policies, and governances that allows them to provide customers with a high quality, consistent, brand experience. All these controls impede innovation. Therefore, they often focus on small product innovation. Major transformations cause too much upheaval and risk.

Retooling a company for innovation is a formidable task. In 1999, Dave Whitwam, then chairman of Whirlpool set a new culture of innovation where every job and very process would change. He anticipated that this journey would take five years! Today, five years is a life-time for some brands and a death sentence for others.

Gary Hamel and Nancy Tennant defined five key innovation elements for a brand:

  1. Upgrade Innovation Skills;
  2. Define Innovation;
  3. Establish Comprehensive Metrics;
  4. Hold Leaders Accountable;
  5. Retool Processes for Constant Innovation.

Moving a great idea into an innovation isn’t easy and many times they fail. Just ask Google about failed innovations (50 failed Google products). But, failure hasn’t stop them from launching many successes new brands in the last 12 months like the Pixel Smartphone, Google Home, Pixelbook, and Nest Hub Max.

We can all learn from the FAANG corporate culture and begin to transform an idea into an innovation quickly and efficiently. For a FAANG brand, innovation isn’t just an overused word, but a way of doing business daily.

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Five Digital Brand Trends: Opportunity or Threat

The digital world continues to transform businesses and brands. Agile brands that can anticipate the future and take advantage of digital opportunities will win. The brands that hesitate or procrastinate will lose. Here are five digital trends that can either be an opportunity or a threat to your brand.

Audio Branding

There are over 75 million smart speakers in homes worldwide and this number is growing exponentially. According to Amazon, “tens of millions” of Echo devices were sold in 2018. They are currently collaborating with auto industry partners (such as Audi, BMW, Ford, Lincoln, Lexus, and Toyota) to ensure that Alexa is available on the go. Do voice assistants like Alexa, Siri, Cortana, and Google Assistant know your brand? Voice-powered applications are expected to explode.

“We are at the point of a big transformation,” Patrick Gauthier, Vice President at Amazon Pay, said during his keynote at Money 20/20 USA. “With voice we are going to see different complementary experiences emerge.” Gauthier said he expects smart speaker technology to play a bigger role when it comes to providing product information or executing recurring transactions.

If I asked a question about your brand, what would Alexa say? Does your brand have a recognizable voice like your logo?

Brand Intelligence

The hot concept in 2018 was artificial intelligence (AI) and it will continue to get hotter in the years to come. Real personalization is becoming possible thanks to the improved sophistication of artificial intelligence and refined logarithms. With big data, GPS, and other tracking devices, brands are able to anticipate their customer’s every desire. Consumers are expecting brands cater to their needs in real-time. Of course, there are some legitimate concerns that brands need to understand like Security & Privacy – another digital trend.

Limited availability isn’t good enough anymore in today’s always on and in the palm of your hand world. AI can help while you and I sleep.

When you connect a chatbot to the technology, you have super-charged customer service. It can provide important information to potential buyers while collecting insights to help the brand improve. A chatbot will consistently deliver your branding messages and can access all the available data to ensure that the customer gets the best personal experience. Grand View Research says that the chatbot market is growing at an average rate of 25 percent annually. With over 45 percent of customers preferring a chatbot over to a real person, it’s no wonder many brands are turning to a chatbot! Make sure your chatbot voice reflects you’re demographic and brand and be mindful of gender, personality, and accents when developing a (literal) brand voice. With the power of AI, your brand will be able to anticipate customers’ needs and provide better brand solutions 24/7.  

How smart is your brand and how smart does it need to be to compete?

Visual Branding

We are quickly turning into a visual society. Since 2014, the number of Americans who read for regularly pleasure has fallen by more than 30 percent. Research by Pew Research Center and Gallup indicates that the number of adults not reading any books has nearly tripled between 1978 and 2014. During the same time period, TV consumption rose. Robert Passikoff, president of Brand Keys, says that nearly 75 percent of all communications today are visually based. He predicts that number will go up to 90 percent in the next three years.

Younger people are moving away from the boob tube to YouTube. The world’s 2nd biggest search engine today is YouTube where more than 1.8 billion registered users watch about 5 billion videos daily. The average viewing session is about 40 minutes, up 50 percent year-over-year. The site has a massive collection of 1,300,000,000 videos and that number growing at about 300,000 new videos per day. Netflix continues to capture eyeballs with over 137 million streaming subscribers as of Q3, 2018. Today’s challenge is developing mass consumable content that is worth watching.

According to Nielsen’s data, streaming video-on-demand services are now used by two-thirds of U.S. households. That figure increases by 10 percent year-over-year. How do brands get in on the action? The traditional 15, 30, or 60 second commercial doesn’t fit the new entertainment models. To get your brand message noticed, you will have to produce your own content. Red Bull is a content-creating monster, blending their advertising with entertainment programing such as documentaries, music, and sports events. Their secret is capturing fantastic moments with breathtaking background scenery like mountains, oceans, outer-space, and the great outdoors. Their message says anything is possible with a Red Bull.  

Another possibility is product placement within the content. Procter & Gamble had a deal with the ABC show Black-ish where the company was written into the plot. While Procter & Gamble was successful, product placement carries risks. If too many companies choose this path, viewers might reject sub-par content.

By 2021, mobile video will likely account for 78 percent of total mobile data traffic. In many cases, these videos will be amateur in-the-moment content. What is your brand’s plan to tell your visual story?

Brand Security & Privacy

With the recent news about the misuse of personal data on Facebook, consumers are becoming more cautious about sharing their data. We have heard of government databases, retail (including hotels) credit card data, and credit reporting agency databases being hacked and breached. We are all too aware of the sad consequence of people’s identity being financially threatened and clever phishing schemes fooling people using a small piece of stolen information. First Data’s 2018 Consumer Cybersecurity Study revealed that 34 percent of digital consumers experienced a PII compromise within the last year.  

Trust in any brand is only as strong as the protection of PII against hackers. Consumers will continue to evaluate the value of sharing PII. As online technologies continue to advance, we will see more breaches and consumers threats. Brands will need to one step ahead of threats to keep consumers data safe and secure.  What is your brand strategy to keep your customers’ PII safe?

Brand Advocates & Reviews

Reviews and ratings continue to be the digital word-of-mouth for most brands. Not every customer experience will be perfect – mistakes happen. But a brand’s reputation is most vulnerable online. Customers have an array of online avenues to voice their frustrations using review and rating sites, comment boxes, social media, and blogs. The goal for all brands is to have five stars but the true test of a brand is when they don’t. How did the brand respond online and in real time? How good is your customer service?

While people may hesitate to do business with a brand with negative reviews (depending on the severed of the problem or the number of reoccurring problems), having only positive reviews diminishes their credibility and is also a problem. Responding to the issue and showing empathy will help build a better relationship with current and potential customers. One potential solution to negative reviews is to have two-way reviews: the customer can review the business and you can review the customer.

Reviews are the foundation but influencers are the new brick and mortar. They are a higher-level, credible source for your brand. There has been a trend of shifting credibility away from celebrities towards consumer’s peers – real people building content. Moms influencing other moms is a great example.  Social analytics company Shareablee’s research (2017) shows that digital creators who have between one million and 20 million followers outperformed celebrities and micro influencers (less than 250,000 followers).

According to a Gartner report (2018), “Influencer marketing is at an inflexion point. Brands promoting products via influential individuals is no longer a secret – consumers know they being marketed to, while still consuming influencer content.” 

To ensure brand engagement, selecting the right influencer(s) is paramount. You want to make sure that your influencers have similar values and have transparency and authenticity as core values. Building a long-term relationship allows the influencer to become a natural advocate as they build brand insights and content that reflect positively on your brand. But even better is unsolicited user-generated content by loyal brand fans in the form of photos, videos and positive reviews.

 Does your brand strive for five stars and inspire customers to share it in real-time?

Digital Transformation

No brand can escape the digital world or its trends. It’s better to embrace digital transformation and its tools than to lose to the competition. But never forget that the personal touch is the most powerful tool a brand can have. Consumers still trust people and people still want to be with other people. Celebrate these facts with your brand and combine it with the latest digital tools to put your brand power into the consumers’ hands (literally) and you will have one of the most loyal brands in the world.

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9 Creative Ideas for Great Branding

Creativity is at the core of every successful brand. It is continuous reinvention driven by new ideas and new ways of doing business. Apple, Netflix and Amazon are great examples of iconic brands that continue to evolve. Creativity is the catalyst for innovation. How do you build a creative culture to ensure your brand is always on the top? It starts with an understanding of creativity. Then, talented people must know how to be creative and have the freedom to do so.

Pixar is a wonderful example of a company with a creative culture; the innovative animation giant has created 14 blockbuster movies in a row. Pixar President Ed Catmull, coauthor of the book Creativity, Inc., points out some basic observations:

  • Talent is rare;
  • Management’s job is not to prevent risk but to build the capability to recover when failures occur;
  • The working environment must be safe to tell the truth. Everyone must constantly challenge all of our assumptions and search for the flaws that could destroy our culture;
  • Always remember that the ultimate goal is ‘making the product great’.

Creativity isn’t elusive or exclusive. According to a joint study by Harvard and Insead, 85 percent of creativity is a learned skill. All we need to do it learn it! But that is easier said, than done for most of us.

To get started, here are nine creative ideas to help build an environment to sustain a great brand:

 

1. Connect the Dots

Maria Popova, the creative genius behind BrainPickings.org, says that creativity is the ability to connect the unconnected – it is the melding of existing knowledge into new insight about the world around us. It’s the ability to connecting the dots between unrelated ideas. Sir Richard Branson, founder of the Virgin Group incorporated this concept into the company’s philosophy of growth. They call it the ABCD process: Always Be Connecting Dots.

Steve Jobs said “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.”

 

2. Curiosity

Psychologist Todd Kashdan said that curiosity “appears to be a fundamental motive in facilitating industry and creativity.” Curiosity goes hand-in-hand with creativity. B. F. Skinner, psychologist and author, said “When you run into something interesting, drop everything else and study it.” Visit a bookstore or library and wander the rows of books and maybe get inspired to read about something different. Buy a magazine from a section that you rarely view. Watch a movie or TED Talk on a topic you know nothing about. Take a course on a new skill set that you are interested in but know nothing about. Start asking the ‘whys’ and ‘hows’ of everything around you.

 

3. See Things Differently

In Maria Konnikova’s book Mastermind: How to Think Like Sherlock Holmes, she emphasizes the importance of observing your environment on a deeper level. Leonardo da Vinci observed that many people look, but few people see; mindful seeing is the foundation of direct experience and the foundation of direct knowledge. Writer Joan Didion kept a notebook with her at all times, and said that she wrote down observations about people and events as a way to better understand the complexities and contradictions of her own mind. Try to be in the moment.

 

4. Expand Your View

Involve individuals and ideas from all walks of life to help collaborate. Google provides lunch every day for all their employees but there is a catch – everyone from all departments and levels must participate. They share their current projects and discuss new ideas. According to Caitlin Adair, from Google’s head office, their café and micro-kitchens create collaborative space for employees to “discuss, brainstorm, meet and relax.”

Google goes to great lengths to provide employees with fun perks such as beach volleyball courts, mini golf courses, and adult playgrounds. The goal is to create an environment that lets employees feel relaxed and comfortable with vocalizing creative, even wacky, ideas. Businesses need to do their best to foster a safe, creative space where unusual ideas are celebrated and where creativity is nurtured.

 

5. Experiment – Appreciate That It’s a Process

Creativity is a process that is developed over time. We have to embrace that and give it time.

All facets of life have sped up except the human brain. Technology has reduced production time down to seconds but thinking still takes same amount of time today as it did 300 years ago. Great ideas come from anywhere at any time. If you sit someone down and tell them that they need to produce a brilliant idea in ten minutes, your chance of success is extremely low. 

The first iPhone didn’t just happen. It took many hundreds of versions before it was finally released. Some of them were terrible versions that Apple never showed us like the rumored click wheel iPhone

“Creatives fail and the really good ones fail often,” Forbes contributor Steven Kotler wrote in a piece on Einstein’s creative genius.

“There is a deep and meaningful connection between risk taking and creativity and it’s one that’s often overlooked,” says Kotler. “Creativity is the act of making something from nothing. It requires making public those bets first placed by imagination. This is not a job for the timid. Time wasted, reputation tarnished, money not well spent – these are all by-products of creativity gone awry.”

Don’t be frustrated that you didn’t come up with a brilliant idea in five minutes. Creativity takes time – sleep on it, and get others to sleep on it. The more brain power, the better.

 

6. Shake Things Up

Sitting around a table brainstorming isn’t thinking out-side-the-box. Get up. Move around. Change your perspective, literally. Physical movement has been shown to have a positive effect on creative thinking. Add other stimuli like toys and music to help stimulate your brain. 

Facebook‘s Mark Zuckerberg conducts meetings on foot – walking around the Facebook campus. Creative thinking improves while a person is walking and shortly thereafter, according to a study co-authored by Marily Oppezzo, a Stanford doctoral graduate in educational psychology, and Daniel Schwartz, a professor at Stanford Graduate School of Education. 

Experience new things. Take different routes to and from work. Use your left hand for the things you would normally do with the right hand. Avoid anything that makes life monotonous or mundane. Promise yourself you will do something different today.

 

7. Play

Tim Brown, CEO of IDEO is believes that creative thinkers need time, space, and permission to play in order to do their jobs well because playfulness helps us get to more creative solutions. Check out his TED Talk as he talks about the powerful relationship between creative thinking and play – with many examples you can try at home (and one that maybe you shouldn’t).

 

8. Problem Solve

Creativity ultimately helps a successful brand solve a problem. Nick Woodman couldn’t get any great action photographs of himself surfing in Australia. This problem inspired him to develop the GoPro camera. Doctor Joan Fallon noticed that many autistic children had a deficiency in a certain kind of enzyme for processing protein. She started Curemark and raised $50 million to develop a treatment to solve the problem. Today, she is taking her unique technology and tackling problems like schizophrenia and other neurological conditions. Maybe Ingvar Kamprad couldn’t get a table into his trunk of his small Swedish car, so he took the legs off and then started IKEA.

As Steve Jobs said “You have to be burning with an idea, or a problem, or a wrong that you want to right. If you’re not passionate enough from the start, you’ll never stick it out.”

 

9. What ‘If’ Questions

To help change your perspective, use a simple question to reframe the opportunity. Its like the “what else can you do with a brick” question.

Think outside the box by taking an existing object and asking clever questions to twist the very concept of it and make it new and different. Steve Jobs started off by making the iPhone a super “slick” phone. With a few “what ifs” added into the equation, Apple transformed the cell phone into the smartphone that dominates the world today. Here is some potential “what if” questions:

  • What would happen if you take away or eliminate one element or ingredient of the brand?
  • How could you change or improve the brand to use it in a different way?
  • If you could turn the brand services into a physical product what would it look like? Or if you could turn a brand product into a service what would it look like?
  • If you could get your brand quicker or more conveniently to your customer how could you do this (in X months)?
  • If you wanted to offer your customer something free that no one else offers what could it be?
  • If you could change one thing in your company (process, systems, structure, etc.) what would it be? How quickly could you do this?
  • What do you wish your brand could do better if you had the resources to change it?

This isn’t the definitive list of questions but using these and others is a powerful tool that can help you to think differently.

 

Without Creativity There is No Innovation

You need a safe and collaborative environment to implement any of these ideas effectively. If your brand is about sticking to the rules and follow ridged processes with a mentality of “it won’t work here”, the brand’s life will be shorter. Today’s world demands new innovations. To get to an innovation, you need a great idea. Great ideas come from being creative.

Understand there is no universal recipes for creativity. You need to try these ideas and others to develop your own approach and figure out what works for you and your team. If it was easy you wouldn’t be reading this article. But remember everyone can be creative if they are in the right frame of mind. As American author Elizabeth Gilbert said “If you’re alive, you’re a creative person.”

Being creative in and of itself isn’t terrible productive or profitable. The unique idea must create value. In essence, creativity helps stimulate new and unique ideas. If they are good, they can be turned into an innovation that people will line-up to buy.

Creativity is subjective and impossible to measure. Innovation is measurable. When a unique idea is put into action, you can always determine its success or failure. Sometimes you have to go through a number of ideas before you get to a successful innovation. A true brand innovation is one that meets or surpasses your customers’ needs.

A creative culture is also a culture that sees the glass as half-full. Instead of just complaining, employees must feel empowered to actively look for better solutions. Having the permission to be creative and innovative is very powerful.

Successful brands have passionate people who willingly unleash their creativity everyday and understand how it keeps a brand relevant and loved by its customers. Creativity is a beautiful thing.

 

This is a remake of a previous article A Brand’s Ultimate Weapon – Creativity published April 12, 2015.