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Member You - Packaging Experiences - Part I: The Assessment
If you're searching for ways to increase your bottom line, starting a new venture or going after a new business opportunity might not be the answer. Your small business could have hidden money through overcharges that you're not aware of - and revenue recovery may be the answer. Did you know that businesses lose approximately $250 billion per year through inefficient billing systems and practices? More than 80% of all businesses are overcharged annually without their knowledge! You
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offerin
Planning the corporate party may be a job that is no one's idea of a good assignment but the party itself can be fun. Striking the delicate balance between light socializing and appropriate corporate conduct is the tricky part.Most corporate functions are of the meet and greet or annual meeting variety but there are also corporate retirement or holiday parties. The mood should one which encourages less formal yet business priority fun. Most corporate affairs strongly discourage the sor
So how do we go about the daunting task of packaging experiences? Job number one is taking an honest unbiased look at your brand offering to define the experience opportunity that makes the most sense. You will need to assess your brand and how it fares in each of the five core brand components (your brand should have at least one of these components):
- Transformation
- Optimism
- Individuality
- Involvement
- Adventure
Transformation
Transformation occurs when a brand takes you from one state of mind to another.
The health and beauty category is all about selling transformation (use our cream
and you will look years younger). Transformation brings a very positive, personal
and emotional feeling to a consumer. This in turn equates the brands value.
Optimism
This component of an experiential brand conveys the feeling of pure happiness
with a brand. They give the consumer a reason to smile and expect the best from it.
Optimism can be achieved by the point of view a brand may have. For instance,
every time you purchase brand X, money is donated to a charity. Maybe brand X
uses no chemicals and therefore makes you feel good about using it. Optimism is
the hope that is instilled in the consumer by a brand.
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering
Day by day, minute by minute, seconds by seconds, millions of people around the world work very hard to make money in one way or the other. This not withstanding millions of people are still living under the vineyard of poverty. Today, many are poor not because they are lazy but simply because they don’t know the rules of the millionaires.Ironically, most of the millionaires are very lazy; but since there know the simple rules of make millions, they find themselves on top of th
- Transformation
- Optimism
- Individuality
- Involvement
- Adventure
Transformation
Transformation occurs when a brand takes you from one state of mind to another.
The health and beauty category is all about selling transformation (use our cream
and you will look years younger). Transformation brings a very positive, personal
and emotional feeling to a consumer. This in turn equates the brands value.
Optimism
This component of an experiential brand conveys the feeling of pure happiness
with a brand. They give the consumer a reason to smile and expect the best from it.
Optimism can be achieved by the point of view a brand may have. For instance,
every time you purchase brand X, money is donated to a charity. Maybe brand X
uses no chemicals and therefore makes you feel good about using it. Optimism is
the hope that is instilled in the consumer by a brand.
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offerin
Invoice discounting is similar to invoice factoring, the difference being that the sales ledger management and the factoring company does not take up the collection responsibility. Invoice Discounting is good for businesses that are established with sufficient staff and infrastructure to keep accounts. The option is there to disclose or not disclose the service to the customer. Invoice discounting therefore allows more confidentiality than invoice factoring.Invoice discounting, like in
Transformation occurs when a brand takes you from one state of mind to another. The health and beauty category is all about selling transformation (use our cream and you will look years younger). Transformation brings a very positive, personal and emotional feeling to a consumer. This in turn equates the brands value.
Optimism
This component of an experiential brand conveys the feeling of pure happiness
with a brand. They give the consumer a reason to smile and expect the best from it.
Optimism can be achieved by the point of view a brand may have. For instance,
every time you purchase brand X, money is donated to a charity. Maybe brand X
uses no chemicals and therefore makes you feel good about using it. Optimism is
the hope that is instilled in the consumer by a brand.
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offerin
It is so easy to make use of business cards to advertise your business. They are so inexpensive if you design and print them yourself and they can be very good little advertisements for your business.Never leave your home without your cards so that you will always be ready to give one to someone you meet who you would like to introduce your business to. This is the way to make people aware of your store in the area. You want people to visit your premises so that they can become your
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offerin
Brand identity is the combined effect of visual elements in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and branded envelope. This basic set of materials can be extended to include a website, brochure, folder, flyer, or any other professionally designed pieces.A successful brand identity is built around the following 9 key characteristics:• Unique in "look and feel" and message about your business. Make sure that your busi
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering.
Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the
brand experience are at the heart of involvement. Involvement is a more recent
trend in experiential packaging. One brand that became very successful by
concentrating on the involvement component is Jones Soda. By allowing the
consumer to create the labels for the sodas, the consumer became involved in
building the brand, similar to the way consumers were allowed to vote on the next
new color of M&Ms.
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Pa
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