A Museum With a Take Me Home TWIST

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What’s the cardinal rule at any museum? Don’t touch the artwork! Now the Jewish Museum’s “Take Me (I’m Yours) exhibit TWISTS this convention by engaging visitors as co-creators and encouraging them to take part of the art piece home with them. This changes the actual piece, and it continues to evolve throughout the life of the exhibit.

With the TWIST of give and take this exhibit not only provides visitors a novel, memorable experience but it’s also an opportunity for the museum to rethink it’s role from that of archivist to sharer. This reinforces the Jewish notion of “diaspora” for the artwork- “spreading beyond your homeland” – with a positive TWIST and helps to make a deeper connection with their visitors.

What TWIST could you “give” to your customers that will make them feel more a part of your business?

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Finding the right TWIST can help your brand innovate and deliver. 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. Pick up your copy today.

 

Trader Joe’s Caring With a Twist

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When we are feeling down or under the weather, we all need some comfort. We love Trader Joe’s packaging TWIST. They use the tissue box packaging to let you know they care and want you to feel better! We love the personal signatures like “love, tissue” that brings the point home.

What will help make your customers feel more loved? Little touch points, like packaging copy, are a great way to ad a little delight to their day – and keep you fondly on their next shopping list.

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Finding the right TWIST can help your brand innovate and deliver. 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. Pick up your copy today.

Twisting Personal Branding: Tone, Twitter and Trouble

adeleThough your business’s semblance is essential to your success, don’t forget to pay attention to how you present yourself. Your personal brand shows the public who you are as a company, as well as a person. What’s your TWIST? Are you bubbly and lighthearted? Are you serious and driven? Do you want to appear approachable? These are questions you may want to ask yourself before entering the public eye.

Many businesses have a distinctive presence when it comes to their brand, so much so that it feels more like a personal brand. A prime example is the British juice and smoothie company, Innocent Drinks. As the name implies, this brand maintains an innocent, almost comical appearance on its social media platforms. Innocent Drinks wrote on Twitter, “Scientists * say buying our smoothies for half price…makes you 67% more attractive.” The company then followed up with, “ * Scientists may be imaginary.” With both messages, Innocent Drinks reiterates its twist – its humorous tone – displaying a consistent personal brand. Many consumers, especially the younger demographic, have applauded this personal branding, leading to a strong social media fan base. Because of its successful personal branding, Innocent Drinks makes sure the public remembers its products, as well as the company as a whole.

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Personal branding is just as important, if not more important, for individuals as it is for businesses. Celebrities have a large presence on social media, especially on Twitter. The Twitter platform permits celebrities to quickly  communicate directly with their fans. This is why celebrities often flock to Twitter when problems arise that they want to address in a timely fashion.

Not all business ventures will go off without a hitch and nobody is perfect, not even celebrities. The manner in which you respond to errors and setbacks is crucial to how you and your business, are viewed. When things go wrong in a celebrity’s career, they often follow one of two paths to address it: laugh it off or become utterly serious. The path they choose reflects on both their personal and business brand.

Besides her beautiful voice, Grammy award-winning artist Adele is known for her humor which has become a defining personal brand twist. She is also known for not caring what others, like the media, think about her choices and her lifestyle. This is Adele’s personal brand, and it works for her. When parts of her performance at the 2016 Grammy Awards seemed uncharacteristically out of tune, Adele took to the social media platform to explain the story behind the problem. She tweeted, “The piano mics fell on to the piano strings, that’s what the guitar sound was. It made it sound out of tune. Shit happens…” She then followed with, “Because of it though… I’m treating myself to an In-N-Out. So maybe it was worth it.” Adele was consistent with expressing her humorous and relaxed personality when her performance did not go as planned. Her personal brand stayed intact, and her fans appreciated it.

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But not all celebrities will remain calm, cool, and collected when they run into obstacles – and this can have an impact on their personal brand. Laura Benanti is a Tony Award-winner for her portrayal of Louise in Gypsy and a five-time Tony nominee. Like Adele, Benanti is known for her humor, especially in her frequent tweets. But Benanti’s personal brand veered from funny to ferocious when her husband encountered a seating mix up on a flight.

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She called out United Airlines, tweeting, “Hey United, the garbage can of the skies, if you book an aisle seat across the country you should get that seat. Not the MIDDLE,” to which United Airlines responded, “Hey, Laura. We know seat changes can be a drag. DM us your confirmation number if you’d like assistance.” After Benanti attacked the airline again (later deleting her tweet), United Airlines answered, “We know this is frustrating, however we do state in our Contract of Carriage that seat assignments are never guaranteed.”

Benanti’s personal brand shifted drastically when everything did not go as planned revealing a brand-inconsistent demeanor.  To her, United Airlines was the villain. In the public’s eyes, Benanti became the villain. The sudden change in her personal brand away from humor made her appear unapproachable.

Clearly, finding your personal brand twist is important. The tone you set for yourself and your company shows the public who you are, what you stand for, and how you stand out. When things go wrong, stay consistent with your brand’s tone and handle the situation in keeping with your brand.

About the author:

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Justin Cohen is a rising senior at Dobbs Ferry High School. An International Baccalaureate Diploma Candidate, Justin hopes to pursue a career in advertising. He is happy to be a part of the BrandTwist team!  You can reach Justin on Twitter at @justcohen18 and via email at justcohen18@gmail.com.

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Finding the right TWIST can help your brand innovate and deliver. 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. Pick up your copy today.

Pokemon GO: Gaming With a TWIST

Next time you see a group of teenagers glued to their phones in public, do not assume they are on Instagram or Snapchat. Rather, they traveled to this specific location to replenish their supply of Pokeballs at what is called a Pokestop. That’s right. They are engulfed in the world of Pokemon GO, the smartphone application with a TWIST that is sweeping the nation.

As a rising high school senior, I have many friends who have been involved in the Pokemon franchise as long as I can remember. They would wait on the long lines at Gamestop and Best Buy for the release of each Pokemon installment. However, the game has never garnered my interest until now, with Niantic’s release of Pokemon GO.

In Pokemon games, you are thrown into a new world where wild creatures, named Pokemon, run free with special powers. A professor, an avid Pokemon researcher, asks you to catch different kinds of Pokemon and bring them back to him for his nonstop research. All the way, you battle other Pokemon “trainers” and level up.

Pokemon GO has a new TWIST: it incorporates the concept of augmented reality. The world we live in is merged with the Pokemon world, enhancing the reality we see day to day. This is quite different from virtual reality, where you are fully immersed in a new environment. While virtual reality simulates your physical presence in a new atmosphere and synthetically creates a sensory experience, augmented reality simply brings artificial aspects into the world we live in. Never has an augmented reality experience been so accessible before the release of Pokemon GO.

Pokemon GO’s other TWIST is its use of physical activity. In order to successfully play the game, you must be active. The app forces you to walk to new locations to make Pokemon appear, battle other players, and replenish your training supplies. In some cases, you must walk a certain distance, often between 2 and 5 kilometers, to activate certain aspects of the game.

Unfortunately, your supply of Pokeballs is limited. It is a devastating feeling to be without these red and white spheres, as they are essential for gameplay. The Niantic team found a way to incorporate physical activity with the replenishing of Pokeballs with the creation of Pokestops. These locations, usually found at landmarks, allow you to replenish your Pokemon tools every five minutes. You must be at this location for the Pokestop to be activated. Your local church, park, or memorial just may be a Pokestop! The concept of Pokestops works great for city dwellers, where there are multiple Pokestops on every block. Pokestops are much more scarce in rural areas, where players must travel half an hour to encounter one of these necessary locations.

Once you have enough higher-level Pokemon, you can go to locations with Pokemon gyms. These locations, also found at local landmarks, enable you to battle other players. Each Pokemon you catch is equipped with different attack  s and health levels. The higher your Pokemon’s combat power, the better equipped it is for battles. If you are successful in beating the players in the gym, you then take over that gym, leading to many rewards. If you are unsuccessful, your Pokemon loses health. If it tragically loses all of its health points, it must be revived. You can do this by gaining revive tools at your local Pokestop.

Many workers at notable locations, where Pokestops and gyms are located, are in favor of Pokemon GO. Philadelphia park rangers welcome the game, as it draws a younger crowd to the city’s landmarks. The rangers hope that, once players arrive, they will look up from their smartphones and take in their surroundings. In contrast, other famous locations, like the Arlington National Cemetery and the United States Holocaust Memorial Museum, have different policies. These national treasures have asked Pokemon GO players to turn the game, and their phones, off out of respect.

Pokemon GO is revolutionary, and it is exerting a clear influence on teenagers, as well as twenty-somethings who have followed Pokemon since its initial release in 1996. Its TWISTS, augmented reality and physical activity, make the game unlike any application on the market today. If your children have not downloaded Pokemon GO yet, it is only a matter of time before the game takes over their lives.

How exactly does the game work? Essentially, when you open the app, your smartphone’s screen becomes a map of your surroundings, showing you streets, bodies of water, and more. When moving, different Pokemon creatures will often appear in your path. Once you click on the Pokemon you wish to capture, your smartphone’s camera is activated. The Pokemon is right in front of you! Swipe the Pokeball at the bottom of your screen to toss it at the Pokemon. With proper aim, the Pokeball will engulf the creature, adding it to your inventory.

Some Pokemon are rarer than others, making them harder to catch once found. The female Nidoran in the image to the right has a measly combat power of 10, making it a very common Pokemon that is easy to catch. Meanwhile, there are Pokemon with combat powers that exceed 1000.  It is rumored that the more notable your location, the more notable the Pokemon you will encounter. You are more likely to find a rare Pikachu at the Eiffel Tower than you will in a rural Idaho potato farm. The rarest Pokemon that I have caught (so far) is a Venomoth with a combat power of 290 – not too shabby for a novice Pokemon player.

Think about ways you can TWIST to involve your customer more. There are easy-to-build app programs, loyalty apps, even the classic Bingo card or a “Find the star” on a receipt could make a more lasting impression on your market.

 About the author:

justin

Justin Cohen is a rising senior at Dobbs Ferry High School. An International Baccalaureate Diploma Candidate, Justin hopes to pursue a career in advertising. He is happy to be a part of the BrandTwist team!  You can reach Justin on Twitter at @justcohen18 and via email at justcohen18@gmail.com.

 

 

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Finding the right TWIST can help your brand innovate and deliver. 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. Pick up your copy today.