Promoting Pet Adoption With a Tennis Twist

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Stray dogs are problem the world over. Shelters are overflowing and animal rescue organizations are desperate to find ways to increase pet adoptions. How could a completely outside of category business lend support? Take the USTA (United States Tennis Association) and TWIST it with the SPCA (Society for the Prevention of Cruelty to Animals). That’s what The Brazilian Tennis Confederation (CBS) did when they created the “Ball Dogs”  campaign – an entertaining and fun initiative that demonstrates how smart shelter dogs can be.

Debuting at the Brazil Open tennis tournament, four stray dogs abandoned in Sao Paulo slums participated in the match demonstrating their newly learned skills as ‘ball dogs’ – and captivated everyone’s attention and hearts.

“The idea is to show people that a well-fed and well-treated animal can be very happy. We have more than 1,000 dogs in our care,” Marli Scaramella, the organizer of the ball-dog initiative, told the Associated Press.

Successful businesses promise to solve problems, make lives easier, better and more fun. When the CBS partnered with the shelter dog initiative, they showed the world they have a heart, are willing to help, and that they care – creating a deeper and more emotional connection with their audience.

What pro-social cause should your brand TWIST with to add impact?

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Finding the right TWIST can help your brand stand out. 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.

The Pocket Dial: An iPhone and Fashion Twist

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Love your phone, but don’t know where to put it when you’re dressed for a nice evening out? Women can stash their phones in stylish handbags, but what do men in suits do? Cell phones weight down pants pockets and look bulky. Enter The Pocket Dial, invented by The Tonight Show host Jimmy Fallon. Fallon TWISTED debonair fashion with a basic cell phone case to create a new solution to a common problem. The Pocket Dial is an iPhone case that has an interchangeable pocket square – so a gentleman can put his cell phone into his suit pocket and be stylish and unencumbered.

Fallon and his assistant literally hot glued a pocket square to an iPhone case creating the first prototype and marched into J.Crew CEO Mickey Drexler’s office to pitch the idea, and they loved it. Proceeds go to David Sheldrick Wildlife Trust so you not only look good, you feel good too.

Look at old problems from new angles and TWIST your way to new solutions. Consider a homemade prototype to make the idea more real and get others on board. What could you do with a glue gun and a bit of imagination?

Brand School gives you the tools to innovate and deliver more of what your ideal customers really crave. See you qualify for a one-on-one Brand Health Check Strategy Session HERE.

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“Working with Brand School … opens up so many doors and affects so many areas of  your business – an invaluable experience.” – Sarah Hinawi, Executive Director, The Purple Crayon Center for Learning and Innovation

A Sweet Twist That Delivers Results

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Many non-profits rely on volunteers – but some actions, like giving blood, require a temporarily unpleasant experience to contribute to long term benefits.

The Australian Red Cross Blood Service TWISTED with some out-of-category top celebrity chefs and Sesame Street’s Cookie Monster to promote the message that donating blood, beyond doing a good deed, is a fun, approachable and friendly experience. They focus on the biscuit (cookie) given after donating as a delicious, desirable – even sensuous – reward.

“Giving blood feels good.” “Enjoy the best biscuit after saving three lives.”

A spoonful of sugar to make the medicine go down worked for Mary Poppins. What “sugar” can you deliver to your clients and customers to make it easier to say “Yes” to your service or product?

Brand School gives you easy, actionable tools that you can use right away to boost your brand’s impact. Get access to our team of experts and enjoy support and inspiration from an exclusive community of like-minded business owners, non-profits and entrepreneurs.  Learn more about Brand School and see if your business qualifies for a one-on-one Brand Health Check Strategy Session at BrandSchoolOnline.com

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“Brand School was helped us set structure to our process, define our target and recognize our customer’s motivations. We were able to create timely taglines and better define our branding campaigns.” – Randi Curhan, Development Coordinator for Redwood High School Foundation, Non-profit

Twisting Luxury and Mass Market Fashion Brands

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Today, the luxury fashion market is facing many challenges – as many business are. Mass brands are growing in reach and competing with Luxury brands, and Luxury brands are forming partnerships with Mass retailers to meet new audiences. This phenomenon of both trading-up and trading-down has increased in popularity over the past 15 years and has increased more than 40% annually in the last decade.

The co-branding strategy can:

  • Strengthen a brand
  • Differentiate a brand from the competition
  • Extend a brand into other segments through the partner brand.

However, one of the risks in co-branding is overexposure and brand dilution.

Luxury brand dilution occurs when there’s:

  •  An incorrect fit between co-branding partners
  •  Unbalanced prestige positioning in a mass market
  •  Overexposure
  •  Lack of successful co-branding management
  •  Unknown strategic purpose.

For example: at first Karl Lagerfeld and H&M seemed to be the perfect fit because they share similar values, but in the long-term the differences in management caused dilution of the Lagerfeld brand. While, Vera Wang and Kohl’s at first seemed an unlikely pair but ended up a good fit because they’re both interested in management and quality control throughout the collaboration.

Furthermore, Karl Lagerfeld limited his co-branding to H&M, therefore the brand received limited exposure. Vera Wang has been collaborating with both Kohl’s and Zales making the Vera Wang brand more accessible to more mass consumers.

It may seem like Lagerfeld missed out on receiving big gains from the co-branding collaboration especially with some brand dilution, but both Lagerfield and Wang ended up benefitting from the partnerships. The strategic aim of Karl Lagerfeld was to gain knowledge, consumers and awareness through collaborating with H&M, and after the collaboration, he made his own masstige collection for the mass market. Whereas, Vera Wang’s SimplyVera collaboration with Kohl’s was to increase her consumer segment and branch into the lifestyle market.

What lessons can your businesses learn from these collaborations?

As the world becomes more accessible, brands need to follow suit and become more accessible to reach broader audiences. Collaborations and partnerships are powerful tools to help spread brand awareness, but it’s important to have a firm understanding on what your desired benefit is – before you launch a partnership.

Having a solid brand vision is essential when designing the next step to grow loyal brand followers. Brand School gives you the tools you need to recognize the right market for your business and chart the right course for the future. See more about our next session and a one-on-one Brand Health Check Strategy Session HERE.

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“Brand School is a must class for you! The exercises really help you to focus and re-focus on what branding your company is all about. You will get results you can use for the future,” – Brenda Dillion Cavette,  Fashionista Tea

About the Author:  

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Melanie Walt was born in Switzerland and has lived in many parts of the world. She recently finished her Master degree in Brands, Communication and Culture and has a Bachelor degree in Management with Marketing from the University of London. She is currently seeking job opportunities in the field of Marketing in Switzerland. Contact Melanie via: walt.melanie@bluewin.ch 

 

If you would like to be a BrandTwist guest blogger, please contact Jamie@herculiz.com.

Innovative Connecting at 35,000 Feet

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Since commercial airlines became popular in the 50’s nothing much has changed. Unless you are on a luxury jet, most of us sit like anonymous sardines. We believe the airline industry is ripe for innovation and we often tell the true story of how we created the innovation TWISTING technique through a mix up with a McDonald’s mirage at Newark airport a few years ago.

When we do this TWISTING exercise in workshops and Brand School we often ask participants to imagine what would happen if a traditional airline like Delta would twist with an iconic brand like Starbucks – how would the airline experience become more innovative? Most respondents say that it would be great if we could have more convivial seating and make more meaningful connections on airlines, like we do at Starbucks. After all, Starbucks is not about coffee, it’s really about community.

We’re wondering if maybe the folks from Delta have been reading our BrandTwist blog or sneaking into the workshops, because they recently launched “Innovation Class” – a mentoring program at 35,000 feet that allows people to travel with innovators and use the flight time for valuable business connections.

Looking outside of your category for inspiration is one of the best ways to create fresh ideas and stand out in your market.

What iconic brand can your business TWIST with to reach new heights?

Brand School Master Class inspires innovative thinking to implement TWISTS like these that can broaden your business’ reach. Enrolling now – see if your brand qualifies HERE.

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“Brand School turned out to be like the Mastercard commercial, priceless.The one-on-one sessions really allowed me to go deep into what my practice was about and how to implement it” – Sandeep Manchanda, Giraffe Partners Program Management