the branding of cool

a presenation by Rick Thrun, CEO/CD at Propeller

Why being cool is the most important thing in the world. (Sorry, Ghandi.)

Mindset: What’s on consumers’ radar?

Last year, General Motors hired cultural consultants from giant media company Viacom, to see how younger consumers considered their brand.

This is what they found:

Friday, March 23, 2012

“ Many young consumers today just

that much about cars.”

do not care

“ They think of a car as a giant

bummer.”

In a survey of 3,000 consumers born 1981-2000 (a.k.a. millennials), when asked which of 31 brands they preferred,

poof!

ranked in the Top 10.”

“not one car brand

“Automakers are realizing that if they do not adjust to changing youth’s tastes, they risk becoming the

the dad at the middle school dance.”

If cars are receiving low interest from young consumers,

imagine what their interest is for other categories.

Brand relevance and the importance of

cool.

Consumers want cool things.

become aware of it.

share it.purchase it.seek it out.

and that’s the

sweet spot

To consumers,all things being equal...

cool always wins.

good design = cool

Consumers appreciate good design.

Because people are

naturally visual,it is easy for them to understand when something has been well designed.

How important is it for a brand to be perceived as cool?

cool brand awareness brand preference

When everything looks the same...

make something stand out.

Across all categories,brand awareness has been greatly aided by strong attention to design.

they get it

“Design matters more than ever in America’s economy.”

FastCompany says...

“ ...in a world where all products start to look alike, design’s role and importance

expands.”

FastCompany says...

“Design can be a

FastCompany says...

critical competitive advantage –if American business seizes the moment.”

What would Steve do?

“We are in a unique position. No one else should be able to do what we can do.”

“...companies cannot move quickly while in lock-step with multiple partners.”

“Think different.”

Four brands leading by

design innovation.

Many brands are manufacturing things that consumers have little interest in.

Yawn...

Their challenge is finding a way to make it into something consumers are interested in.

Cool!

Many brands have focused onshowing how their “product” works,

but have not paid much attention to how it looks.

Often it looks old and tired.

Old and tired is

not cool.

Today, consumers are very selective with what they purchase.

With so many choices out there, they consider and select things that complement their persona and lifestyle.

Again, all things being equal...

...they choose cool.

not cool:

Things that are complicated

Things that have to be repaired or maintained

Things that make messes

Ugly things

cool: Things that are intuitive and smart

Things that are renewable and green

Clean things

Good looking things

Because, it’s not what you say it is...

it’s what they say it is.

cool, savvycustomers

Let’s examine a brand

working on its cool.

CORDLESS, BATTERY-POWERED OUTDOOR POWER EQUIPMENT

CORDLESS, BATTERY-POWERED OUTDOOR POWER EQUIPMENT

Their benefit message:

No gasoline. No emissions.

No power cords.

not cool:

Things that are complicated

Things that have to be repaired or maintained

Things that make messes

Ugly things

cool: Things that are intuitive and smart

Things that are renewable and green

Clean things

Good looking things

CORDLESS, BATTERY-POWERED OUTDOOR POWER EQUIPMENT

cool: Things that are intuitive and smart

Things that are renewable and green

Clean things

Good looking things

CORDLESS, BATTERY-POWERED OUTDOOR POWER EQUIPMENT

Even their ads talk smartly to today’s tech-savvy consumer.

Created by:Whybin\TBWA\Tequila

(South Melbourne, Australia)

Even their ads talk smartly to today’s tech-savvy consumer.

Created by:Whybin\TBWA\Tequila

(South Melbourne, Australia)

Instead of leading with product features and photos,they appeal to the viewer’s culture and lifestyle.

Created by:Whybin\TBWA\Tequila

(South Melbourne, Australia)

Apple not only makes cool products, it also delivers a

cool shopping experience.

Store = Brand Experience = Control

When former CEO Steve Jobs first proposed the idea of opening Apple-owned stores, many sitting on Apple’s Board of Directors were concerned that proprietary stores would alienate big-box retailers, then the primary distributors of Apple’s products.

Years later, Apple has opened hundreds of the retail stores across the country.

Today, the retail stores add upward of

$10 billion to the company’s yearly revenues.

Be cool.

Do cool.

Get cool.

Rick Thrun is Propeller’s founding partner, creative

director and agency fishing guru. Before there was

a Propeller, Rick ran his own nationally renowned

illustration and design business for 20 years or so.

He sold his artwork to everyone from world-class ad

agencies to the restaurant below his office. Rick is

the right brain behind the agency’s work, directing

and overseeing all major projects. He’s the driver

behind Propeller’s expertise in environmental

graphics. And he’s not afraid to pick up a set of

chalks and draw, if the project calls for it.

Copyright © 2012 Propeller. For educational use only. No part of this presentation may

be published, sold, or otherwise used for profit without the written permission of the author.

All the trademarks or brands in this document are registered by their respective owner.

www.ideasthatpropel.com