Far too often, brands get stuck sounding, looking, and feeling the same way to consumers as any other competitor in their field. These brands aren’t standing out from the bunch; they’re merely doing just enough to fit in and survive. The most successful brands owe that success to the fact that they’re different. It’s why you gravitate to Apple before Dell, and why you can’t forget GEICO’s gecko. To stand out you need to get some outside perspective and a little inspiration.
The “What’s my TWIST Panel” technique does just that.
The “inspired experts” 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.
For example, recently we helped a pharmaceutical client with an over-the-counter medication focused on protection, by bringing in four unusual experts:
- A former fireman
- A bouncer
- A computer security consultant
- And an insurance agent
The essential element of this panel was that the client had no idea what fields the experts were in. Similar to the classic “What’s My Line?” game show – 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.
The panel was asked questions such as:
- “What does protection mean in your field?”
- “What happens when there is a failure of protection?”
- “What are the emotions involved? The consequences?”
- “How do you act to prevent future breakdowns?”
The results? Fresh perspectives on providing control, comfort, and confidence to consumers in the most vulnerable situations – that can be TWISTED into marketing that breaks through.
What experts would you invite to your What’s 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.
