Trader Joe’s Caring With a Twist

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When we are feeling down or under the weather, we all need some comfort. We love Trader Joe’s packaging TWIST. They use the tissue box packaging to let you know they care and want you to feel better! We love the personal signatures like “love, tissue” that brings the point home.

What will help make your customers feel more loved? Little touch points, like packaging copy, are a great way to ad a little delight to their day – and keep you fondly on their next shopping list.

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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.

Do Blondes Have More Fun? Starbucks Thinks So

I recently came across this new Blonde coffee variety from Starbucks and I think it’s a great example of a name that’s descriptive without being boring.

Starbucks could have gone with more traditional descriptors like “Light” for this new variety.

But by choosing the name “Blonde” they are both helping the consumer navigate the choice of the many varieties and imparting a bit of personality – part of the strategy of what has made this brand so strong. They understand that it’s about the experience – not just the functionality. And they have always known that the devil is in the details.

Too often brands think the have to make a choice between clear and clever.

Starbucks shows you can have your (coffee) cake and eat it too.

That’s my point of view. What’s your twist?

What other great descriptive names have you noticed?

Identifying your specific market niche and honing your brand’s verbal identity takes strategic thinking. Our Brand School program will give you actionable steps and strategies that you can use to grow a strong brand.  Receive more information about the next semester and receive free brand-building tools and tips when you join our mailing list.

Please also join us on Twitter and Facebook for more insight and discussion on branding.

“Brand School allowed me to get to the essence of my  brand. I was able to hone and tighten up my brand. Thank you, Julie, it’s a great program.” – Jonathan Flaks, President, Jonathan Flaks Coaching Associates

First Impressions Matter

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A few weeks ago, I wrote a post about the receptionist being the most important person in a company. Even more important than the CEO, the front desk staff are the first point of contact and can be powerful brand ambassadors.

I got a lot of positive comments on this and even a few fist bumps (well maybe extra big smiles) from some of the Agency receptionists around NYC.

Today I stopped by Virgin and this little place card greeted me at reception.

It immediately put a smile on my face.

What a perfect way to start the brand experience.

That’s my point of view. What’s your twist?
What does your front desk experience say about your brand?

Our online Brand School course will give you the tools you need to keep your brand creative and innovative and full of powerful touch points. Receive more information about the next semester and free tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

I’ve taken quite a few courses on branding and marketing overall. However, what attracted me to Brand School was Julie’s experience with branding from a corporate level. - Malla H., Brand School Student

Does Sex (Always) Sell?

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I’m just back from a wonderful (dare I say “sensual”)  vacation in the South of France.

The weather was warm, the nights were long and, in general, our time was  spent in a relaxed languid and indulgent mode.

Our days and nights were a continuous feast of fragrant, heady wine and mouth-watering  local delicacies: mussels fresh from the Mediterranean sauteed in garlic, ripe figs picked right from the local trees, creamy gelato in inspired flavors and crepes dripping with chocolate…

So with all this rampant hedonism, you think an advertising message using sex as it’s theme would automatically hit a positive note, right?

Well, um no.

This Orangina ad was everywhere, using various wild animals in anatomically “interesting” portrayals.

And as much as my thirst was piqued by the 90 degree days…these ads for the popular carbonated beverage, in my opinion, just fell flat (pun intended).

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