If something was a solid product, they used to say it was “The real McCoy.” One story tied to that expression is of a man by the name of McCoy who had a reputation for well made inventions. The name became associated with quality and was used to build trust and value.
Our names are connected to our personal brand. What associations do people make when your name is mentioned? And do those qualities represent who you want to be in the world? Is it the real McCoy?
A Dr. told a patient who broke bones in their hand that they could have surgery or work the bones back in place the way the hockey players do it. The reference to hockey players was equivalent to the Dr. saying:
“This path to recovery should only be chosen if you’re tough and can handle excruciating, at times, unbearable pain.”
The patient, who I know well, decided to take the hockey player road to recovery, fully aware that it would be painful. This decision fit the perception I have of them as someone who is “tough” and takes the road less traveled. It is no surprise that when the path to recovery gets painful, they remind themselves that this is the way the hockey players do it, which seems to make the pain bearable.
The options could have been explained as surgery or non-surgery, but making the connection to hockey players creates a perception that people are familiar with. The Dr. used the power of connection to help the patient make a decision, possibly without realization of their brand technique.
Bill Cunningham is an 86 year old photographer who, in my opinion, has one of the biggest pulses on fashion and trends. He accomplishes this by doing something simple, observing his environment. Geared with his camera, a blue jacket and bike, he roams the streets of New York City, capturing images and discovering the connections between people, the environment and its relation to fashion. In a very unassuming way, he consistently records trends that are compiled in short videos posted by the New York Times.
Spotting trends does not have to be an ambitious process. It’s a simple practice of observing our environment, curious to discover the connections that exist.
Below is a short video of Bill Cunningham observing his environment, created by the New York Times
Many times, the answer to our problem is more available than we can perceive. An effective solution is within reach if we:
– Clarify our desired outcomes
– Understand our strengths
– Move forward with the one step we can do today
Let’s take for example….
My City wants to increase the amount of recyclables collected from each household. Seeking out new ideas from local marketing agencies, they were likely given solutions that included; a new app, marketing and educational materials, social media strategy, PR strategy, catchy campaign, web redesign and more.
Before implementing any new strategy, the City should first focus on collecting recyclables the same way they do trash.
Size difference: My recycle bin is a fourth of the size as my trash can, yet, my household recycles more than we throw away. If my recycle bin is given a quarter of the space as my trash bin, it sends the message that recycling is not as important.
Accessibility: Recycling habits should be reinforced outside my household. There are often trash cans scattered throughout the City – Recycling bins should exist next to them.
Comparison: If the City treated recycling the way they treated trash pickup, instead of treating it like a good idea, they could increase participation.
Your new initiative may need a brand strategy and campaign. But first, you have to recognize the strategies that are already within reach.
Have you ever made a juice and added a red beet? It turns the entire thing red. Upon realizing that even the smallest amount of red beet would collide with the colors of carrots and greens, turning it a “rusty” color, I started to wonder….
Do juicing companies consider color when creating their combinations?
I’ll let you be the judge.
Then I thought….
Maybe there is a market for a rusty juice. One similar to the juice we make at home. What would that look like?
Name: Rusty Juice
The name would be a constant reminder that our juices combine all the things that are good for you.
Tagline: All the good stuff.
The tagline would play on the idea that it’s not about what it looks like, it’s about what’s good for you.
Packaging: Darker tent bottles. Caps and labels would be color coded.
Create a “frontier” look – For the rebel who doesn’t follow the pack.
Market Advantage: Committed to people who want to have the healthiest juice available, not the prettiest.
Pros: There is a market of people willing to sacrifice pretty colors for the healthiest juice combinations.
Cons: The bright colors of competitors are attractive.
Would you buy Rusty Juice?
Are you familiar with Tidal? It’s a subscription-based music streaming service acquired by Jay-Z and backed by other megastars. It’s competitors are Spotify, Pandora and Apple Music, but its fans do not appear to be many.
Earlier, I wrote a short blog post about how to launch. The main idea is that you can’t compromise who you really are when you decide to share your product, service or idea. We will figure you out, disconnect, and you’ll lose.
Tidal compromised, and that’s why the perception of them being unworthy of music streaming dominance is perpetuating in the minds of others. To make this point, let’s look at their launch event.
What’s wrong with this picture?
1. Small – These artists appear smaller on stage than you will ever see them in performance. Their body language is in direct contrast to who they are when they’re commanding a stage. When someone you know starts acting out of character, how does that make you feel?
2. Comparison – Standing on stage, there is a natural comparison that happens. This can be damaging by sacrificing the perception of someone who may not be seen as favorable as the next artist. There is a diminishing of value that takes place.
3. Team mentality – There is no “I” in team. We need our favorite artists to be individuals, not followers or part of the pack. Teams are controlled by a coach and managed by referees. The allure with celebrities, in part, is a perception of boundless freedom.
It’s all about perception…
This was Tidal’s first chance to present themselves to the world, and every decision shaped perspective. Inconsistencies here translate into perceived inconsistencies that might exist with the Tidal service.
As a comparison….
Here is a picture of Drake at the “launch party” for Apple Music. In comparison there is focus (which I talk about here) and consistency.
Drake commands the stage and Apple demands attention.
When you launch, be yourself, it’s the reason we showed up in the first place.
When you launch a new product, service or idea, it has to be aligned to your truth. If you compromise, if you decide to play it safe or become something you’re not, you’ll lose. People will sense that something is off and a disconnection will take place on some level, even among the ones that decide it’s in their best interest to accept the delusion.
With the launch of Apple Music today, one thing should be clear, Apple is not betting on music, they are betting on experience.
The critics say that Apple Music will flat-line because they don’t offer better technology and a host of other reasons. But, let me share a secret….
When you’re Apple, it’s not about being first to the market, it’s about being best to the market.
While competitors scramble to one-up each other on capabilities, Apple understands it’s not only about technology, it’s about the best technology built for the best human experience. This is why they successfully penetrate markets, while critics struggle to understand why they win…so often.
Your brand may not be losing because it doesn’t have the best product or service, it may be that your competitor has a created a better human experience.
Apple ignites human potential with the launch of Apple Music by accounting for human behavior in relationship to technology.
They seem to know that…
Let’s look at each point in greater detail:
Focus – We are drawn to images, and size does make a difference. Let’s consider the original movie stars. It’s reasonable to argue that they were highly infatuating figures because fans only saw them on movie screens where they literally appeared larger than life. It’s more difficult to create a significant “awe” effect when viewing a person from a screen the size of a tablet or smart phone. And with the Apple Watch, size is even more of a consideration.
So how do artists amplify human connection when the masses are viewing them on smaller screens? Apple accounts for this by creating a greater focus on the subject. There seems to be no coincidence that the presentation of Apple Music on the website is built around closeups that maximize screen space, allowing the subject to appear as large as possible. The use of black and white filters, soft focus, and clean backgrounds are photo/video treatments that reduce distraction and focuses attention. This heightens the “awe” experience across screen sizes, increases our attachment to what we’re viewing and amplifies human connection.
Humans built this – As humans, we want connection. And although we’re more connected than ever, we can still notice when a computer just doesn’t understand the nuances that are involved with our taste. Apple Music invites real humans to the forefront of the platform. From human aggregators that help with music playlist or a 24/7 radio station with live DJ’s, Apple want’s you to know, humans built this.
Smart – Making products intuitive can give users a sense of ownership. If something is in tune with our behaviors, there is a belief that we were considered as part of the process. The smartness of Apple Music starts to reveal itself during the initial song selection process. Users may get a sense that the service was designed especially with them in mind when they are instructed to:
Tap once on the artists you like, or twice on the ones you love. Press and hold the ones you don’t.
Understand, it’s not about technology. It’s about the human experience in relationship to technology – Apple knows this.
When someone says the word “watch”, do you think of Apple? If you don’t yet, chances are you will eventually. Don’t worry….that’s just the way things have to be. And it’s part of Apple’s strategy towards becoming a commodity brand.
To make this work, Apple needs a few things to come together (Read full details below):
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] Access to a market that is on the decline and vulnerable to domination by a new vision.
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] A move away from the “i” naming system.
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] An iconic brand and logo.
[icon image=”fa fa-check” size=”tiny” url=””] [/icon] World domination.
Let’s review Apple’s website to help support this theory in real-time.
1) apple.com/watch – Analytics 101, when do you exclude your full product name from the url? When you use the name you want to own.
2) Watch – The website tab is just Watch.
3) WATCH – Let’s just say it’s more effective to use the visual vs. the word Apple.
4) The Watch is here. – This is a more subtle use…but, they didn’t say the “Apple Watch” is here.
5 – 7) Even though it seems unnecessary, all the descriptions here include a common word, you guessed it, Watch.
This is all more than cleverness, coincidence, or a good idea. In the words of Apple; the Watch is here.
Here is a description of the points above.
Access to a market that is on the decline and vulnerable to domination by a new vision – Want to grow your brand? Find an industry that can use a product or service aligned to your core strengths.
A move away from the “i” naming system (iPod, iPhone, iPad, etc.) This was a move that had to be made. The market is overwhelmed by the imitators trying to cash in on Apple’s glory. For example, there are several instances of iMusic in existence that do not have any relation to Apple. Not to mention, the Apple name is golden.
Iconic brand and logo – Maybe the tipping point was the coveted sticker given away with new Apple products? While watching an old episode of Sex and the City years ago, there was a scene where Carrie Bradshaw was typing on her MacBook and the Apple logo appeared upside down? This stood out to me at the time, so I watched to see if Apple would correct the oversight. Apple has since flipped the logo so it appears right side up when in use. Sounds like a small thing, but with the trend of people working feverishly from MacBooks all over the world, it mattered. All that to say, strategic placement of the logo, it’s size and color is well thought through, and Apple is reaping the rewards.
World domination – How close in proximity are you to the Apple logo or an Apple product right now?