Performance Wear with a Laid Back TWIST

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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.

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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.

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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

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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.

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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

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 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.

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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

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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?

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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.

Home Grown Cocktails with a TWIST

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Enjoying a cocktail is nothing new. Neither is having an herb garden. But TWIST them together and you get Grow Cocktails, an innovative addition to a do-it-yourselfer’s happy hour.

Grow Cocktails offers a complete herb garden growing kit – that comes in an egg carton. The clever (and eco-friendly) packaging makes this product really stand out.

The sassy messages, “Grow happiness in small spaces” and “Relax. Enjoy. Be Happy” reinforce their brand promise of delivering an easy-going and fun experience from sowing the seeds to sipping the cocktails. They also have Grow Pizza, Grow Salsa and Foodie Garden in a box if you want a snack to go-with.

What two experiences can you TWIST together to surprise and delight your customer?

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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.

Talking Brand and Entrepreneur TWISTS with Steve Blank

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Julie Cottineau, founder of BrandTwist and BrandSchoolOnline.com and author of TWIST: How Fresh Perspectives Build Breakthrough Brands, talks branding and entrepreneurship TWISTS with Steve Blank on The Wharton School’s “Entrepreneurs are Everywhere” show on Channel 111 on SiriusXM Radio. LISTEN TO A REPLAY HERE.

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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 TWIST On Personal Shopping

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Shopping can be a frustrating and draining experience: sifting through racks and racks of clothes and accessories, and once we get home and try our purchases on only to find they’re not as right as we thought they were back in the store – then taking time to go back and return. What if we could have our own personal shopping TWIST right in our own home – a wardrobe concierge at our fingertips? Now, we can. Stitch Fix offers men and women a personalized shopping service, with free shipping both ways and no membership required.

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Customers fill out a questionnaire to create their unique style profile that a personal stylist works with. Their stylist hand-selects 5 pieces of clothing that are mailed direct to your door. You keep what you like and return what you don’t want. As and added TWIST, each Fix comes with a personal note from your stylist suggesting how the pieces can be combined with other items in your wardrobe and at least one item specifically chosen to broaden your personal style horizons.

Stitch Fix TWISTED to create a new, more affordable “Personal Shopper” to make their customer’s lives easier. What could your business do to create a more individualized, customized product or service for your target?

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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.

Opera With A More Approachable TWIST

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Opera is an elite art form, with high ticket prices only available to a select few. Right? Wrong!

The Metropolitan Opera continues its 10-year tradition with a TWIST of live transmission of season openers on multiple screens in Times Square.

Last year viewers were treated to Verdi’s Otello. This year it was Wagner’s Tristan und Isolde, which will also be screened in 100 movie theaters around the world – offering yet another, more affordable way for the brand to broaden its reach.

This might seem like a bad idea of “giving away” content, when it could be purchased at higher prices. But it’s actually a smart strategy of reaching out to new users who might be unfamiliar with opera and intimidated by an unfamiliar experience in the ritzy Metropolitan Operah House.  Plus it creates good will and great publicity.

What products or services could your business offer with the TWIST of being free or available in unexpected venues to widen your reach?

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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.

Pokemon GO: Gaming With a TWIST

Next time you see a group of teenagers glued to their phones in public, do not assume they are on Instagram or Snapchat. Rather, they traveled to this specific location to replenish their supply of Pokeballs at what is called a Pokestop. That’s right. They are engulfed in the world of Pokemon GO, the smartphone application with a TWIST that is sweeping the nation.

As a rising high school senior, I have many friends who have been involved in the Pokemon franchise as long as I can remember. They would wait on the long lines at Gamestop and Best Buy for the release of each Pokemon installment. However, the game has never garnered my interest until now, with Niantic’s release of Pokemon GO.

In Pokemon games, you are thrown into a new world where wild creatures, named Pokemon, run free with special powers. A professor, an avid Pokemon researcher, asks you to catch different kinds of Pokemon and bring them back to him for his nonstop research. All the way, you battle other Pokemon “trainers” and level up.

Pokemon GO has a new TWIST: it incorporates the concept of augmented reality. The world we live in is merged with the Pokemon world, enhancing the reality we see day to day. This is quite different from virtual reality, where you are fully immersed in a new environment. While virtual reality simulates your physical presence in a new atmosphere and synthetically creates a sensory experience, augmented reality simply brings artificial aspects into the world we live in. Never has an augmented reality experience been so accessible before the release of Pokemon GO.

Pokemon GO’s other TWIST is its use of physical activity. In order to successfully play the game, you must be active. The app forces you to walk to new locations to make Pokemon appear, battle other players, and replenish your training supplies. In some cases, you must walk a certain distance, often between 2 and 5 kilometers, to activate certain aspects of the game.

Unfortunately, your supply of Pokeballs is limited. It is a devastating feeling to be without these red and white spheres, as they are essential for gameplay. The Niantic team found a way to incorporate physical activity with the replenishing of Pokeballs with the creation of Pokestops. These locations, usually found at landmarks, allow you to replenish your Pokemon tools every five minutes. You must be at this location for the Pokestop to be activated. Your local church, park, or memorial just may be a Pokestop! The concept of Pokestops works great for city dwellers, where there are multiple Pokestops on every block. Pokestops are much more scarce in rural areas, where players must travel half an hour to encounter one of these necessary locations.

Once you have enough higher-level Pokemon, you can go to locations with Pokemon gyms. These locations, also found at local landmarks, enable you to battle other players. Each Pokemon you catch is equipped with different attack  s and health levels. The higher your Pokemon’s combat power, the better equipped it is for battles. If you are successful in beating the players in the gym, you then take over that gym, leading to many rewards. If you are unsuccessful, your Pokemon loses health. If it tragically loses all of its health points, it must be revived. You can do this by gaining revive tools at your local Pokestop.

Many workers at notable locations, where Pokestops and gyms are located, are in favor of Pokemon GO. Philadelphia park rangers welcome the game, as it draws a younger crowd to the city’s landmarks. The rangers hope that, once players arrive, they will look up from their smartphones and take in their surroundings. In contrast, other famous locations, like the Arlington National Cemetery and the United States Holocaust Memorial Museum, have different policies. These national treasures have asked Pokemon GO players to turn the game, and their phones, off out of respect.

Pokemon GO is revolutionary, and it is exerting a clear influence on teenagers, as well as twenty-somethings who have followed Pokemon since its initial release in 1996. Its TWISTS, augmented reality and physical activity, make the game unlike any application on the market today. If your children have not downloaded Pokemon GO yet, it is only a matter of time before the game takes over their lives.

How exactly does the game work? Essentially, when you open the app, your smartphone’s screen becomes a map of your surroundings, showing you streets, bodies of water, and more. When moving, different Pokemon creatures will often appear in your path. Once you click on the Pokemon you wish to capture, your smartphone’s camera is activated. The Pokemon is right in front of you! Swipe the Pokeball at the bottom of your screen to toss it at the Pokemon. With proper aim, the Pokeball will engulf the creature, adding it to your inventory.

Some Pokemon are rarer than others, making them harder to catch once found. The female Nidoran in the image to the right has a measly combat power of 10, making it a very common Pokemon that is easy to catch. Meanwhile, there are Pokemon with combat powers that exceed 1000.  It is rumored that the more notable your location, the more notable the Pokemon you will encounter. You are more likely to find a rare Pikachu at the Eiffel Tower than you will in a rural Idaho potato farm. The rarest Pokemon that I have caught (so far) is a Venomoth with a combat power of 290 – not too shabby for a novice Pokemon player.

Think about ways you can TWIST to involve your customer more. There are easy-to-build app programs, loyalty apps, even the classic Bingo card or a “Find the star” on a receipt could make a more lasting impression on your market.

 About the author:

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Justin Cohen is a rising senior at Dobbs Ferry High School. An International Baccalaureate Diploma Candidate, Justin hopes to pursue a career in advertising. He is happy to be a part of the BrandTwist team!  You can reach Justin on Twitter at @justcohen18 and via email at justcohen18@gmail.com.

 

 

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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.

Brand Twisting on Creative Warriors Podcast

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Julie Cottineau, BrandTwist and Brand School Online founder, former VP of Brand for Virgin, and author of “TWIST: How Fresh Perspectives Build Breakthrough Brands”, shares branding and business-building tips to help your business and brand stand out on Creative Warriors Podcast with host Jeffrey Shaw.

Highlights:

  • Your brand is your business
  • Taking off your brand Blinders
  • 3 Pillars to create lasting impact
  • Leveraging industries outside your category
  • The importance of a Brand Audit

Creative Warriors is dedicated to serving and supporting service-based professionals who are in business marketing themselves and their talent. To make the journey more joyous and the path more profitable. Their tagline: Create. Serve. Be Prosperous.  Check out their site for more helpful resources, podcasts, and courses.

To listen to Jeffrey and Julie’s discussion, click here: Episode 180 – Julie Cottineau

 

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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.