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<\/p>\nFar too often, brands get stuck sounding, looking, and feeling the same way to consumers as any other competitor in their field. These brands aren\u2019t standing out from the bunch; they\u2019re merely doing just enough to fit in and survive. The most successful brands owe that success to the fact that they\u2019re different. It\u2019s why you gravitate to Apple before Dell, and why you can\u2019t forget GEICO\u2019s gecko. To stand out you need to get some outside perspective and a little inspiration.<\/p>\n
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The \u201cinspired experts\u201d 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.<\/p>\n
For example, recently we helped a pharmaceutical client with an over-the-counter medication focused on protection, by bringing in four unusual experts:<\/p>\n
The essential element of this panel was that the client had no idea what fields the experts were in. Similar to the classic \u201cWhat\u2019s My Line?\u201d game show \u2013 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.<\/p>\n
The results? Fresh perspectives on providing control, comfort, and confidence to consumers in the most vulnerable situations \u2013 that can be TWISTED into marketing that breaks through.<\/p>\n
What experts would you invite to your What\u2019s 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<\/a>.<\/p>\n
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