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.

BrandTwist September Brand Safari

Get Out From Behind Your Desk – Go Experience Brands

Are you experiencing the world through your computer or phone screen?  As a small business owner or entrepreneur, you need to hit the streets, experience the brandscape through the eyes of your customers – to truly know how to meet their needs and offer something of value that will break through the competitive clutter and get noticed.

This is why BrandTwist Safaris are so valuable because they take us out of our every day and put us in the center of experiences where we learn important lessons about branding which are then applied directly through Interactive, hands-on exercises to TWIST that inspiration and create actionable innovative brand ideas for new products or services.

BrandTwist Safaris have been applied successfully for companies like Virgin and Spotify in iconic neighborhoods including Times Square, SoHo and Rockefeller Center. The good news is they can happen anywhere.

Microsoft Experience BrandTwist Brand Safari Experience

Can you build your brand by hanging out in a lego store?

Big brands, like Microsoft, are building flagship stores all over the world to change how their customers engage with their brand. Allowing customers to experience a brand by touching and feeling, or even playing with the brand.

For the next 5 weeks, we’re going to talk about how you can go on your own Brand Safari, and what to look for. Even better, this series is leading up to a Brand Safari in NYC at the Flagship Microsoft Experience Store – that 30 lucky applicants will be able to attend.

You don’t need to be in Manhattan to do a BrandTwist Safari, you don’t even need to be in a large city. The most important thing is to pick locations/experiences to visit that are 1) away from your category – to maximize the freshness of the ideas and 2) are locations that connect deeply with their targets. Don’t forget, the value is about getting out of your everyday and away from your own business.

If you are not sure where you would go on a BrandTwist Safari ask yourself these question:

  1. What are the brand experiences that really engage people?
  2. What’s hot and why?
  3. What’s a best-kept local secret?
  4. Where do all the teens love to go?
  5. Where do the tourists go in your town or city?
  6. Where does the customer service rock?

No matter where you go, the trick to getting the most out of your Brand Safari is to observe and record what is going on around you – bring a notebook or a clipboard with paper, take photographs, buy something from the store or location and see what the purchase experience is like and the packaging. Do they give you your purchase in a plain paper or plastic bag – or does the brand use the packaging as a walking billboard – like the Build-a-Bear Cardboard bear homes?

Dig into the details, that’s where the best insights are and write everything down. You never know what could inspire your own TWIST later.

Stay tuned for our next post, we’re going to dig in on some specific details around where to go and how to TWIST those valuable insights with your own business.

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Small Business Brand TWISTS – Dr. Tim Aquatics

Dr. Tim runs an aquarium supply company and has an impressive list of professional credentials including a Ph.D. in ecology, evolution and marine biology. Before Brand School, the “about me” section of his website was a laundry list of academic degrees, published articles, industry titles and honors, but it practically required a Ph.D. to read and understand it.

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The problem?

His ideal target included regular “Joe” aquarium enthusiasts who are looking for support in keeping their aquariums healthy and vibrant. Through the work Tim did in Brand School, he transitioned his brand idea from “science-based solutions” to “success at any level.” He now deliberately presents a less intimidating, more welcoming user experience (complete with an interactive recipe TWIST – think of your favorite Food Network show) where buyers feel more at ease to interact with the brand and ask more questions.

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Do you see the difference this personal and authentic TWIST adds?

 

It makes his brand more approachable, more relatable, and more likely to attract the amateur aquarium enthusiast who might be turned off by a brand that seems too scientific and overly authoritative.

“Before Brand School, we were more a ‘science’ brand but now the brand is about being a natural fish care company.  That was common with dogs and cats but we were the first with fish. The products, liquids, and fish food are natural and that resonates with consumers who see fish and an aquarium as a slice of nature in their home.”

That wasn’t the only way Tim used the TWIST lessons he learned in Brand School. They also used a TWIST to overcome objections when launching a new product.

 

“We had developed the first 100% natural, non-GMO fish food but a possible roadblock was the customer had to make it themselves which takes only 5 minutes to make a month’s worth of food.  So we twisted that possible negative – “Oh, I have to make the fish food” into a positive “ Really, I can make my own fish food”  by adding our EXTRAS which are various additions (think of them as spices) that one adds to food to customize it for their fish.”

“The EXTRAS come in pepper grinders so the consumer literally ‘twists’ the EXTRAS into the food before placing the food in the freezer to gel. This makes the food easy to demonstrate and you see the smile on people’s faces as they instantly see this is fun and not hard at all.  We even had a major store in NJ have their clerks dress up as cooks and demo the fish food – it’s a great YouTube video”.

Tim now has a powerful understanding of how to use TWISTS in his brand, but it he admits it wasn’t always easy.

 

“Initially it was hard to maintain focus and concentrate on running everything through the pillars but, as with most things, the more you do it the easier it gets and, this is the surprise, it actually makes it easier to make decisions. It if doesn’t fit – it’s out.”

“You have to trust the process. It was such a great experience for me. Though, after delving in, doing the work is hard. There is resistance, but having access to Julie with the one-on-one meetings helped to move the needle so we can continue in breaking through with a more creative flair to our brand. I’m so grateful I went through it.”

What’s My TWIST? Unexpected experts can help your brand.

Far too often, brands get stuck sounding, looking, and feeling the same way to consumers as any other competitor in their field. These brands aren’t standing out from the bunch; they’re merely doing just enough to fit in and survive. The most successful brands owe that success to the fact that they’re different. It’s why you gravitate to Apple before Dell, and why you can’t forget GEICO’s gecko. To stand out you need to get some outside perspective and a little inspiration.

What's My Twist Panel - Unique experts give feedback

The “What’s my TWIST Panel” technique does just that.

The “inspired experts” panel uncovers fresh language by taking experts in related but distinctly different fields and asks questions to extract fresh language that can be TWISTED with your own brand.

For example, recently we helped a pharmaceutical client with an over-the-counter medication focused on protection, by bringing in four unusual experts:

  • A former fireman
  • A bouncer
  • A computer security consultant
  • And an insurance agent

The essential element of this panel was that the client had no idea what fields the experts were in. Similar to the classic “What’s My Line?” game show – the occupations of the panelists were guessed and revealed at the very end. This kept the pharmaceutical executives focused on active listening for fresh language that they could then TWIST to add distinction to their marketing.

The panel was asked questions such as:

  • “What does protection mean in your field?”
  • “What happens when there is a failure of protection?”
  • “What are the emotions involved? The consequences?”
  • “How do you act to prevent future breakdowns?”

The results? Fresh perspectives on providing control, comfort, and confidence to consumers in the most vulnerable situations – that can be TWISTED into marketing that breaks through.

What experts would you invite to your What’s My TWIST? panel and what related, but distinct categories should your brand be learning from? Learn about more TWISTING techniques in TWIST: How Fresh Perspectives Build Breakthrough Brands.

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How to Represent Your Brand at Big Events

In May I was asked to be a part of two amazing events with strong (and unique) brand experiences. First I stopped by the Business and Burgers segment during the Newfronts with Entrepreneur TV to talk TWISTS and burgers. The next day I headed to Northern California to join Tyra Banks at Stanford Graduate School of Business to talk TWISTS for personal branding.

Representing Your Brand on stages like Entrepreneur and Stanford Graduate School of Business

I think you’ll agree, both of these events had their own unique and very strong brand experiences, and in both cases, multiple large brands were involved. In events like these, the challenge becomes how do you make sure YOUR brand connects and stands out?

It all comes down to three Rs…

  • Research
  • Represent
  • Repeat

Let’s talk research.

For years we’ve heard about the importance of doing your “homework”, but for many business owners they skip over doing it before these types of events, and this is where you can lose some important brand leverage.

Before both events, I was in continuous contact with the teams putting on the events so I could know not only the details and expectations, but also how I could best support the event, and the event leaders.

By connecting with them before the event and digging in on my own research I was able to do two very important things.

First I was able to offer relevant recommendations that could help the event and hosts. This allows me to stand out to them, and that’s valuable not only the day of the event or for future events, but for possible partnerships in the future.

Stanford Graduate School of Business Brand TWIST exercise

The second thing it allows me to do is over deliver for the audience. I know exactly who they are before I entered the room and that allows me to make sure my content is directly targeted at them. I am able to make sure they hear it and remember it.

This research can happen right up until you go on stage. Before the Business and Burgers segment, I asked the guest chef about the burger and what the TWIST was. This allowed me to highlight the great burger and talk TWISTING. I wouldn’t have been able to do that if I hadn’t taken the time to ask a few quick questions. In case you are curious, it was a pinch of cinnamon added to the lamb burger. YUM!

Let’s talk represent

Representing your brand is more than carrying your card and handing it to everyone you meet. You’re a walking and talking example of your brand. This means you can be a constant visual reinforcement of your brand through wearing your brand colors, but also it means living your brand promise, so think not only about the color but the style as a whole.

Julie Cottineau and Tyra Banks talked Personal branding at Stanford Graduate School of Business

It’s also important to have collateral that represents your brand, and if you have a book – that gets really easy. I went back and forth about carrying books with me for the Business and Burgers events, and I’m glad I did. We ended up having one on the table during our chat. The same thing happened at Stanford. After the class, Tyra went live on Facebook with some students and held the book while sharing how she enjoyed it.

Remember this is all about being visual, what can you put in front of your audience’s eyes that will help them remember who you are? It doesn’t have to be a book, it can be a “report” of findings with your logo loud and proud on the cover.

Let’s talk repeat

One of the most important parts of Brand School is knowing your core brand message, and that’s because knowing that allows us to build everything else. I don’t think you’ll be surprised to know that for me it always comes back to the TWIST.

Julie Cottineau looks for the brand TWIST in a burger

That’s why during my time at Business and Burgers I asked about the TWIST in the burger. I also complimented the hosts on their own unique TWISTS – revving up business content with engaging cooking tips and, fun to eat, delicious (messy) burgers! It allowed me to have another place in the conversation to talk TWISTS. Even better was a way for me to talk about my core message, without just talking about me. It allowed me to highlight that you can find the TWIST in anything.

You’ll also notice in the videos from Entrepreneur TV and Tyra Banks we use the word TWIST a lot because it’s all about repeating that brand message in new and creative ways so that you can connect with the people listening.

It’s important to remember though, my ability to repeat came from doing the research, and visually representing the BrandTWIST brand.

What tips to do you have to help your brand shine during important events? Share them here at our BrandTwist blog.

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Performance Wear with a Laid Back TWIST

outdoor-voices

Everyone knows how important exercising is to living a healthy lifestyle- but honestly many of us would rather sit on the couch with a pint of double fudge chocolate than train for a marathon- we feel defeated if we don’t confirm to the “ultimate athlete” image of many fitness brands.

Outdoor Voices is disrupting the fitness industry by literally “freeing fitness from performance.” The technical apparel brand creates stylish and flattering active-wear for everyone. Outdoor Voices believes in “doing things”, whether it’s going for a jog, riding a bike, or walking your dog. The brand engages consumers and allows them to write their own definition of fitness.

It all stems from the brands founder, Tyler Haney, who was recently featured in Forbes “30 under 30.” The 28-year-old powerhouse attended Parsons School of Design, and by TWISTING her love of staying active and simply “doing things,” she was able to build a truly iconic brand in just three years. Her TWIST allows Outdoor Voices to stand out amongst giants like Nike, Under Armour, and Adidas, who instill a typical “go hard” and “beast mode” mentality.

Tyler told Fashionista “We talk a lot about OV being the hiking buddy that brought the snacks.” Her spot-on perspective of the industry, and her undeniable passion drives Outdoor Voices to dominant success.

Headquartered in New York and Austin, Outdoor Voices brought in over 22.5 million in venture capital, and the community continues to explode across the nation. The future is looking extremely bright for this brand with a TWIST.

Is your brand pushing a traditional viewpoint or lightening up and letting consumers define their own ideal benefit? Think outside the box and TWIST to break away from competition.

david scherzer

David Scherzer is a 24 year old marketer and copywriter, who puts a narrow focus on storytelling. He obtained a bachelors degree in media studies at CUNY Queens College, and continues to exercise his marketing-muscle and work with some of the industries greats. Not to mention, he’s a massive soccer fan. Chat with him at davidascherzer@gmail.com. Or connect on LinkedIn.

 

Twist angle white

Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

BrandTwist’s Julie Cottineau on HispanicMPR.com

bt-hispanic

In this interview for the Hispanic Marketing & Public Relations website host Elena del Valle discusses how you can TWIST to build a power brand with BrandTwist & BrandSchoolOnline.com Founder and Best Selling Author of TWIST: How Fresh Perspectives Build breakthrough Brands, Julie Cottineau. 

You’ll learn how to look for TWISTS that bring customers deeper into the experience of your brand and inspire them to share and help keep your product, service or business on the social radar.

Click HERE to listen.

Twist angle white

Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

How Twists Grow Business

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This is a replay of Julie Cottineau’s webinar presented to UPenn students and alumni on how to use branding to grow business. A lively Q & A session followed. This is loaded with helpful TWISTS, tools and takeaways for business owners of large to small businesses, non profits, or personal brands. You can hear the replay HERE. 

Twist angle white

Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

A Sipping Selfie TWIST

selfie bottle

 Selfies are how Millennials share their lives – and normally this is a “commercial free” zone – but how can brands add just the right meaningful and useful TWIST to become a part of their story?

Here’s an innovative selfie TWIST from Coca-Cola Israel for the Coca-Cola Summer Love campaign, Israel’s largest outdoor brand event. Coca-Cola noticed that their consumers were taking a lot of photos, but not photos that included their product. So they came up with a selfie picture- taking bottle. The drinker tips the bottle up to 70-degree angle it snaps a photo, that shows the bottle and consumer taking a sip. These photos can be shared on Coca-Cola’s Snapchat, Facebook and Instagram accounts. Users can tag themselves and friends to spread the news of the event.

Look for TWISTS that bring customers deeper into the experience of your brand and inspire them to share and help keep your product, service or business on the social radar.

Twist angle white

Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

A Tasty Tiffany Eye-Worthy TWIST

tiffany candy

Tech-savvy Generation Z’s and Millennials’ use social media to communicate and spread the word about what excites them, what they enjoy and brands they love. If a brand wants to get noticed, providing an “eye-worthy” TWIST is key to making it into Pinterest, Facebook, Twitter and Instagram. Restaurants have learned this as gastronomy is becoming a favorite way for GenZ’s and Millenial’s to spend their money. Some restaurants have redesigned interiors and services to be more “Instagram-friendly”.  Some offer discounts in return for social media reviews or limited-time specials, like this eye-catching TWIST: The Peninsula Bangkok hotel TWISTED with Tiffany’s to create a Tiffany Afternoon Tea that includes handcrafted, jeweled, sweet delicacies inspired by the Tiffany brand’s jewelry and iconic blue box.

Says Wanda Pogue, chief strategy officer at Saatchi & Saatchi New York, in Luxury Daily, “… From a ‘grammed brunch with friends to a Cronut that they waited an hour in line for, they get a great story to share and an emotional payoff that is as big, if not bigger than what traditional luxury goods provide  – but without the big financial investment.”

Are you offering your customer’s “word of eye” enticements to help spread the word about your brand or business?

Twist angle white

Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.