Transcend the Ordinary and Rise Above Your Competition

Screen Shot 2017-06-06 at 6.59.13 AMNow that we’ve got you planning your next Brand Safari it’s time to figure out what to look for. Over the next few weeks, we’ll talk about what we look for on our BrandTwist Brand Safari’s, kicking off with T – Transcend the Ordinary.

Today we’re going to talk about how brands like Coco-Mat and Microsoft transcend the ordinary with their customers by allowing customers to experience their brands in a way that’s different from anyone else.

Let’s start with talking about what it means to transcend the ordinary, I think it’s about looking for brands that go beyond what’s expected. Transcend ordinary experiences to provide something fresh. It’s about how your clients experience your brand. Coco-Mat and their flagship store is a great example of this.

Can buying a mattress be relaxing?

On a recent Safari, we visited the iconic Coco-Mat store in SoHo for some hands on inspiration that attendees then TWISTED with their own businesses. Coco-Mat has shaken up the mattress category on every level by providing mattresses that are customizable by layer and made with all natural materials- like coconut fiber (hence the name). No metal springs are used. That’s not even the best TWIST though.

Cocomat Brand Safari BrandTwist Brand Experience

They also have TWISTED the sales experience and transcended the sometimes stereotypical pushy mattress seller to a more thoughtful and zen experience. Their sleep specialists invite you to spend a few hours or even the night in a special “nap suite” in their SoHo store. They will make up the bed with the exact mattress you are thinking of purchasing. So you are sure that it’s the right fit. There’s a bathroom with shower in the suite and calming scents and decor.

It’s shifting an experience that can be stressful and frustrating and instead allowing you to experience the ease of their company at every step. It’s a completely unique experience that turns category norms on their heads. How can you relieve any friction in your buying experience for your customers- and make the process of engaging with your business as smooth and “dreamy” as possible?

How does Microsoft transcend the ordinary?

The idea of letting potential customers experience your brand instead of selling them on the idea is something Microsoft has done well with their flagship store in New York. Which is exactly why we’ll be hosting a Brand Safari in the NYC Experience Store there in September.

Microsoft experience stores give potential customers the opportunity to interact with the products. This helps them fall in love through learning more about the features. This is evident in the innovative Youth Spark coding camps.

These camps not only serve the community (another way to transcend) but it also gives consumers the opportunity to engage with the product, and fall in love with a product.

How can you transcend the ordinary?

Now it’s time for action, look for brands that turn the category norms on their heads. Remember, the best brands to TWIST with are outside of your category so get creative. Think about brands you love or have experienced that provide the opposite of what you expect (ex. a zen mattress buying experience instead of a stressful one).

Then TWIST this with your business. How can you tackle head on and rise above the common pain points in your category to provide a fresh, memorable and compelling brand experience?

Don’t forget to stay tuned, we’ll be talking about Walking the talk when we return with our next post.

Can’t wait to experience the TWIST for yourself? Grab one of our limited Safari spots for September here.

TWIST Book Julie Cottineau



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