4 ways BRANDS CAN RE-INVENT THEMSELVES


INVENT SURPRISING SOLUTIONS — PUSH YOURSELF TO THINK AHEAD OF THE CURVE

TURN SOMETHING OLD INTO SOMETHING NEW — UP-CYCLE AND SELL THROUGH A UNIQUENESS FACTOR

DO THE OPPOSITE  — STUDY AND BLEND CUSTOMIZATION AND PERSONALIZATION IN YOUR SPECIFIC INDUSTRY

INFUSE A DOSE OF VICE — RULES ARE RARELY FASCINATING, BUT BENDING THEM, VERY MUCH SO

EXPLORE THESE EMOTIONAL TACTICS TO RE-INVENT YOUR BRAND  

MAKING A PURCHASE DECISION IS NOT A LOGICAL PROCESS, IT IS A PRACTICE IN EMOTIONAL EVOCATION

WHEN YOU ADD PASSION

Excite and entertain with messages that are: BOLD, IMAGINATIVE and UNORTHODOX

• Create a program that invites your customers to become advocates for your products.
• Publish a vision board where you ask your audience what your brand means to them.
• Celebrate your client's personal life moments
  

WHEN YOU ADD POWER

Invent robust ideas with messages that are: PIONEERING, STALWART and ENTREPRENEURIAL

• Go against the grain with an unconventional stance
• Challenge your audience to experiment
• Hold a contest and sponsor the best new idea that will enrich your industry

WHEN YOU ADD PRESTIGE

Aspire to higher standard of messaging that are: CUTTING-EDGE, ELITE and PROGRESSIVE

• Groom your early adopters. Then, use their testimony that describes your brand to be an early crusader of a key trend.
• Your messages should be about pushing the curve to set new standards
• Post customer stories demonstrating how they improve results by using your product.
  

WHEN YOU ADD MYSTIQUE

Inject wit and dry humor with messages that are: CLEVER, ADEPT and CONTEMPORARY

• Create a buzz by only allowing your core fans to peek into new products before unveiling them to the public.
• Get outside agencies to act as "secret shoppers" to get feedback on upgrades or new product.
• Encourage wits among your users. Reward smart question from your customers by posting them your industry forums.

WHEN YOU ADD TRUST

Refine your legacy messages that are: PENSIVE, PURPOSEFUL and PLIABLE

• Fine an established norm in your industry and give it a twist.
• Introduce product updates gradually and educate your customer service folks extensively to avoid customer whiplash.
• Never forget your roots. Celebrate your oldest products that helped the launch your business

Source: How to Make Your Brand Impossible to Resist by Sally Hogshead

WHEN YOU ADD ALERT

Structure your creativity with messages that are: PROLIFIC, THOROUGH and DILIGENT

• Always look outside your industry for inspiration, then detail out the process of your journey.
  
  
• Seek new marketing ideas from a wide range of sources.

• Allow flexibility in your creative process

• Expand your creative sphere. Become grounded in your communication. Target specific audiences, that have no requirement for your product.
  

THE WORKINGS AND THE DESIGN ADJECTIVES OF RE-INVENTION

THE WHY[S] of RE-INVENTION

1. Competitive advantage: Brainstorm how your re-invention can provide a unique competitive position for the brand in the marketplace.
2. Business alignment: How you differentiate yourself in the process of re-invention should be conceptualized around the key strategic focus of the brand and its goals.
3. Customers: Know the target audience who will benefit from the re-invention of your brand.
4. Execution: "Identifying resources, processes, risks, partners and suppliers and the ecosystem in the market for succeeding in the re-invention is equally important."
5. Business value: Assessing the value (monetary, market size, etc.) of the re-invention and how the idea will bring that value into the organization is a critical underlying factor in selecting which idea to pursue.
 
THE ADJECTIVES of RE-INVENTION (KEY POINTERS TO KEEP IN MIND WHEN YOU DESIGN YOUR BOOTH AND GRAPHICS)
Surprising — Defy the expectation of your audience. If the norm is, to have a meeting inside the booth, you schedule your meeting in a close by hotel hospitality suite. If the norm is, to demonstrate your product in your exhibit space, you design a brain storming session as to what the ideal product should look like. Then, reveal your product with ultimate honesty. 

Visionary —  Re-inventive brands are prolific idea generators. Your exhibit design should be the ultimate example of your creativity and your insight. Re-inventive brands usually achieve multiple paths to success — leverage your exhibit design and it's message in various cross-channel marketing.

Entrepreneurial -- Re-inventive brands are always coming out with new ideas and projects. Design a story board of all the projects if you have done. Highlight your failures. Ask your audience, what would they have done to make it different. Start the conversation. That will give you new ideas to formulate new projects

Forward Thinking —  The very essence of re-invention is, staying ahead of times. Before you exhibit, do a double take on your exhibiting property. Having dated exhibiting assets, gives the perception of a dated brand.

BOLD -- Being a re-inventive brand, you cannot afford to be be boring. In a distracted, commoditized environment, boldness is the language of your trade. Instead of trying to outdo your competition, focus on what makes you different. Boldly focus on where you and your product diverge from standard expectations. Unlike, other brands that like to cluster in the comfortable middle of the bell curve, you want to create fascinating experiences that elicit strong and immediate response. You want to skate on the edges of the map.
 
 
WE CAN HELP YOU WITH ALL THE DESIGN ADJECTIVES!

WHY SKYLINE?

BECAUSE, WE HAVE RE-INVENTED OURSELVES AND GROWN OUR SPHERE OF INFLUENCE  IN THE MIDST OF COMPLEX ECONOMIC CHANGE