One of the things I love about BrandTwist Brand Safaris is we get to experience first hand many different touch points and then TWIST this inspiration with your brand. The importance of the multiple touch points is that transcending the ordinary and walking the talk isn’t enough if they only happen in one place.
So when we go into this immersive experience of a BrandTwist Brand Safari we’re able to explore the importance of inspiring at every turn.
Great brands maximize all brand touchpoints to convey a unique experience. They don’t just rely on traditional media to get across their message- they build their brand promise into the product or service experience.
Can a vomit bag surprise and delight?
In my book TWIST: How Fresh Perspectives Build Breakthrough Brands. I talk about One of my favorite “surprise and delight” moments with Virgin Atlantic’s use of “vomit bag” moments.
Virgin ran a promotion on Virgin Atlantic when they used the vomit bags in the seat pockets as marketing messages. These bags are in every seat back on every flight. But they are usually plain white and a missed opportunity – right in front of passengers for the six-plus hour flight.
Virgin Atlantic branded the bags its signature red, and included engaging copy about how flying used to be fun, then became terrible, and Virgin’s mission was to make it fun again. It began with: “How did air travel become so bloody awful? First, they took away the meals. Then the pretzels. And then the peanuts. All seven of them….” It ended with: “Flying should make you feel like you are a virgin again (flying-wise of course). It should feel new. And on Virgin Atlantic Airways it always will.”
This is a creative touch point. Taking a moment that is a necessary part of the experience (it’s literally an FAA requirement) and using it as a moment to surprise and delight the customer and support Virgin’s brand promise that this is a different way to fly.
Virgin America also uses other touchpoints such as the purple mood lighting, the unique safety video, and any time seat ordering inspires at every turn and show (not tell) the experience is a “Breath of Fresh Airline”.
Snapple literally inspires at every turn with the messages under their caps. All bottles need caps, but Snapple uses this moment to engage the purchaser and stand out from all of the other beverages – and present the brand as a truly refreshing choice.
One of the things I love about BrandTwist Brand Safaris is we get to experience first hand these touch points and then TWIST this inspiration with your brand.
Nespresso, for example, offers a coffee bar in its experience store in SoHo. It’s the first thing you see when you walk in. Coffee specialists (employees are brand touchpoints too) treat you to the latest flavors. The wall of colorful capsules also transforms product inventory into pure art.