Kids grow and they out grow their shoes. Efforts to keep children equipped with proper-fitting shoes is especially challenging in impoverished nations where hundreds of millions of children go shoeless and even more wear shoes that don’t fit. Without shoes, they may suffer injuries and contract infections and parasites. This new TWIST is a new solution to an old, but potentially life and death problem.
Kids outgrowing their products and clothes is not a new thing. Other categories have met this challenge with cribs that transform into toddler and then big kid beds, baby strollers that re-configure to fit toddlers, and even pants that have a few sizes built in with cuffs that roll down. How then to make a shoe that lasts and grows with a child?
The Shoe That Lasts does just that. It literally grows as a child grows and lasts up to five years. It was created by International Founder and Executive Director Kenton Lee when he was living in Nairobi. He spotted a little girl wearing shoes that were way to small for her feet. As he began to wonder why, he arrived at this question, “Wouldn’t it be great if there was a shoe that could adjust and expand – so that kids always had a pair of shoes that fit?”
Kenton Lee saw a gap and filled a need. There’s always room to grow. Don’t be afraid to ask “What if?”
At Brand School we help give you the tools you need to ask the right questions and innovate solutions to grow your business. See if Brand School could help grow your business with a one-on-one Brand Health Check Strategy Session.
“BrandTwist was instrumental in our rebranding strategy! Couldn’t be happier with her fresh ideas!” – Linda Rey, Rey Insurance
Toting water on the go is a standard part of today’s healthy lifestyle. But we often have to compromise on taste when choosing an easy-to-carry solution. Reusable stainless steel bottles can leave a metallic taste and often get dented. Refillable plastic sports bottles – even BPA-free bottles – aren’t the right choice for everyone – they often retain odor and flavors, even after washings.
Real glasses and mason jars are often the preference of taste purists, however we can’t use these on the go because glass is too easily shattered and dangerous.
But… what if you took a mason jar and TWISTED it with a plastic sports bottle? You have GLASStic. A sports bottle that essentially is a glass bottle inserted within a BPA-free plastic bottle. If the glass should break, it stays contained within the plastic bottle – which means it’s safe to use in public places. You can replace the glass insert for just the cost of shipping – and it has a lockable lid for extra safety.
There’s always room for innovation even in a crowded market. Take a good look at your competition and see what’s missing. Are there still compromises that no one has solved?
In Brand School we show you to tap into market gaps and apply creative TWISTS to deliver fresh solutions. To find out what Brand School can do for you and and learn more about a one-on-one Brand Health Check Strategy Session, please click here.
“I got so much out of Brand School. My business has grown leaps and bounds, and I feel like I have much more solid branding and language around what I do. 🙂 So thank you!!” – Nathalie Lussier, natalielessier.com
“Keep your eyes on the road and your hands on the wheel” – good advice for drivers, but when you’ve got kids in the back seat, sneezing, sniffling and spilling, that can be a challenge.
While rummaging to find a box of tissues for her young children, mother of three Amy Davis had a close call with a neighbor’s fence. Days later she found the tissue box scrunched on the floor behind the seat. With tissue box in one hand and an eye on the car cup holder, Amy had an “Ah ha!” moment. She realized that what she and thousands of others needed were to have tissues and wipes closer at hand.
Amy took a tissue box and TWISTED it with a travel mug to create the Kiss-u Tissue Tube. Kiss-u Tissues and Wipes are designed to go in a car cup holder but can fit anywhere a water bottle can go. Eco-friendly, the cardboard tubes are the only reusable and re-fillable dispensers on the market; they have re-sealable tops, and you can customize the tubes with your own design. Kiss-u was a 2014 PPIMost Innovative Product of the Year Finalist.
Amy created a successful new product delivery system by taking a personal problem and TWISTING for a unique solution.
Are you paying attention to your target’s un-met needs?
Brand School can help you dive into what keeps your target up at night and twisting these insights into innovative product and services. Find out now if your brand qualifies for our upcoming session.
“Brand School really allowed me to go deep into what my practice was about and how to implement it” – Sandeep Manchanda, Giraffe Partners Program Management
If you thought there wasn’t any more room in the coffee industry for another innovation, think again. Meet Viora. Viora was developed when the founders expressed their personal dissatisfaction with the current coffee to-go experience and decided to do something about it. What was missing? The convenience of coffee on-the-run in a portable cup was lacking the tangible and sensuous experience of sipping from a ceramic mug. So they decided to solve this problem. The result? A TWIST on the blah, sensory-deprived, to-go paper cup lid to make it more like of an indulgent, sensuous experience like the Red Door Spa by Elizabeth Arden. According to the product’s website: “the Viora Lid drinks like a cup, unlocks flavor, and eliminates annoying splashes”.
Personal dissatisfaction breeds innovation. Notice your own frustrations and inspirations, and think, “How could I incorporate these lessons into my brand’s experience?” And remember – there’s always room for a better, brighter and more efficient – everything.
Brand School, our highly effective, premier branding program, will provide you the tools to create fresh ideas and help you see ways your brand may be able to address an unmet need to make it easier for consumers to say “yes” to giving you a try. See if your business qualifies for our next semester HERE.
“I learned a lot from Brand School. It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand.” – Mike Sass, Entrepreneur
You’re not the only one – there are plenty of ducks in the pond – and they’re all cute. So how do you stand out? Duck, duck, TWIST! Here are three top twists that you can implement right now that will help you create a more memorable brand:
TAKE ADVANTAGE OF TOUCHPOINTS:
Chipotle’spackaging on their cups and bags contains “passionate ramblings” such as, “I think we could be really good together” paired with a picture of a burrito. This is an engaging TWIST which separates them from the fast food pack. Break out in your category by taking advantage of overlooked moments and materials to send on-brand messages. Packing slips, invoices and receipts, outside AND inside shopping bags and packages make great places for an inspirational and unique note of thanks.
CURATE AN EASIER WAY TO SAMPLE YOUR BUSINESS
Draw inspiration from Birchbox who created an entire company around making it easier for shoppers to try out new products. Make it easier for customers to sample and appreciate your products or services. Include a little SWAG like a sticker, pen, trial size or discount coupon with orders. A price bundle that includes an “entry level” or trial period can make a potential consumer feel more at ease trying your services out.
PLAY UP YOUR LOCATION:
These two successful hotels mastered the power of location to stand out among big chain competitors. Don’t be afraid to be local. Celebrating where you come from can help you get noticed – and help people identify with what you are offering. Have local maps available online and in-house and offer post cards that show your location. Connect with local tourism departments and travel agencies. Partner with neighboring businesses and offer to swap discount coupons or affiliate referral offers.
There is no touch point too small, no free sample that isn’t appreciated and no local watering hole that isn’t a gathering place for those in the know… just add your brand’s unique TWIST to fly above the flock.
What are some TWISTS you could use to increase your brand’s reach?