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Wednesday
Apr172013

When It's Good, It's So Good: Creating A Memorable Brand Experience

DateWednesday, April 17, 2013 at 11:05AM

Ok, so, you’ve been craving a great date night out on the town at the best-hyped restaurant for an experience promised by reviews to leave you wanting more.

The night delivers on every expectation from the minute the maître d’ welcomes you to the restaurant, to the moment the sommelier arrives at your table to help pair the perfect bottle of wine to your meal.

The presentation and food are delicious.

The chef’s offerings are far better than anticipated but are in line with what you had envisioned. The wait staff is engaging, funny and knowledgeable.

To top it off, at the end of the meal, the waiter gives you a book published by the restaurant. The book explains in detail the region in France the food was inspired by, the best hotels to stay at and the top sights to visit when vacationing in that region. Let’s not forget the chef’s personal story about his life in France and his journey to America.

Needless to say, you leave loving the restaurant and can’t wait to share the experience with your friends on Facebook, Twitter and Instagram, or perhaps on your own personal blog.

A Brand Experience You Can’t Forget

Why did this work? Because….

1. They delivered an experience that elevated their brand promise.

2. They provided a cohesive message at every brand touchpoint.

3. They developed a content strategy that was in harmony with their marketing and sales strategy.

4. They developed non-branded subject matter that drew their audience in.

5. They understood that creating a brand identity is not just about surface consistency but inner coherence.

6. The genius was in the details.

This type of cohesive approach will undeniably place your brand in the minds of your consumers both as an industry leader and as a brand that innately understands its audience’s values and lifestyle.

Think about it this way, if you can achieve your goals through content and engaging experiences that communicate to your customers without selling – voila! Hats off to the chef.

Case Study:  Hotslings hired Mind Machine to develop their brand using an integrated growth strategy that would position Hotslings as the authority on attachment parenting and baby slings.

Scope of Work:  Strategic planning and positioning, brand development/management. Tasks accomplished: refreshing corporate ID, creating sales, marketing and press collateral, designing advertising campaigns, website development, re-structuring of global sales force, opening new distribution channels and key accounts, overseeing trade show booth design and presence.

The Results:  Hotslings was recognized as the original fashion sling and as the leading designer soft baby carrier in America. Sales tripled. Key accounts such as Toys "R" Us and Nordstrom were established, stronger retail relationships and introductions were made and new product lines were launched. The global sales force multiplied and visibility for the brand radiated throughout the industry and among consumers. Tremendous brand equity and credibility was established and interest in brand acquisition made possible. Media Mentions included Fit Pregnancy, Pregnancy and Baby Couture.
Case Study:  Bravado Designs, a Canadian company and industry leader, is a well-respected expert and sought-after maternity intimate apparel brand. They hired Mind Machine to establish a stronger brand presence in the U.S. Our efforts focused on new business development via exploring new channels of distribution, opening key accounts and building strong retail relationships.

Scope of Work:  Strategic brand planning, sales presentation development, pitching and securing targeted retail relationships, account management and consultation on retail negotiations.

The Results:  Mind Machine secured Target as Bravado’s strategic retail partner in the U.S., offering quality lingerie for everywoman. Basics by Bravado launched store-wide in over 1,100 doors with 4’ of secured real-estate and in-store signage. The partnership expanded Bravado’s distribution and grew their market segmentation. As a result, the company’s revenue, customer reach and brand awareness increased exponentially. 6 months after launching at Target, Bravado was acquired and joined the Medela family - the world’s leader in breastfeeding systems.
Case Study:  Brands 88, an affiliate of the PAJ Group, has more than 30 years of experience designing, manufacturing and distributing jewelry worldwide. They hired Mind Machine to strategically and creatively interpret the ELLE Magazine brand for the jewelry category and to position and market the acquired license in the marketplace.

Scope of Work:  Brand development/management, marketing, design and creative direction. Present brand plan to upper management. Develop sales training manual for national independent sales force, design corporate ID, develop sales presentations, write newsletters, marketing and sales materials and press kits. Spearhead advertising, promotions and public relation efforts.

The Results:  Mind Machine established a brand bible for ELLE Jewelry. This roadmap became the “go-to” document for all creative and strategic decisions. With direction and focused messaging, the team transformed into proactive brand champions armed with the tools and collateral to stimulate growth. Retail sales soared, the sales force grew, and brand awareness escalated. Client was honored with the impressive JA Golden Apple award for “fusion”. Media mentions included Accessories Magazine, In-Store Magazine, Modern Jeweler and Women’s Wear Daily.
Case Study:  As Executive Director of Consumer Brands for Hooray! - the consumer products division of The Itsy Bitsy Entertainment Company - Alise Robinson was challenged by the company's president to create and bring to market original content through the manufacture of consumer goods.

Scope of Work:  Pioneer the consumer products division from the ground up. Create original content, in-house brands for the company and spearhead all related brand and product development, design, marketing, advertising, sales and licensing initiatives.

The Results:  Huggy Buggy was renowned as a wildly successful and multi award-winning preschool specialty toy and lifestyle brand. The toy program boasted more than 30 SKU’s with national and international recognition and distribution. The brand was supported with comprehensive merchandising, a licensing program, and point of sale signage. The division grew into a multi-million dollar business with a line of innovative books for toddlers created in partnership with Barnes and Noble, and a proprietary brand developed for Toys “R” Us. The family of brands developed under Alise’s vision and management sold to a third party. Media mentions included The New York Times, The Wall Street Journal, Inc., Child Magazine, Parents Magazine, Time Out New York and Fox News.
Case Study:  Simple Wishes - a start-up company in the maternity/nursing industry - hired Mind Machine to lead executives through a strategic brand development process that ultimately would help define the brand, positioning, objectives and goals. Mind Machine was contracted to create sales and marketing collateral and consult on sales, marketing and PR initiatives.

Scope of Work:  Brand development, strategic planning, copywriting, collateral design. Provide overall consultation on advertising, public relations and marketing initiatives.

The Results:  Mind Machine developed focused messaging and designed a consumer brochure and sales catalog incorporating lifestyle imagery, typography and branded styling. With a strategy in place and a revived look and feel, new retail partnerships and third-party strategic alliances formed. Streamlined systems and procedures were implemented and resulted in a mindful, easy and effortless flow of communication between company, retailer and consumer.
Case Study:  3D Magic Factory, a boutique animation studio, hired Mind Machine to consult on the development of marketing and sales collateral for the award-winning preschool DVD, Gilgglebellies. The objective was to gain the attention of retailers, potential licensees and consumers for this emerging brand.

Scope of Work:  Marketing, branding and positioning.
Case Study:  PAJ, Inc., one of the world's largest sterling silver jewelry suppliers, hired Mind Machine Founder Alise Robinson as on-air spokesperson and guest-host to represent their in-house and licensed jewelry brands for electronic retailers QVC, HSN and HSN Japan. In her first assignment she served as spokesperson for ELLE Jewelry (a licensee of ELLE Magazine) and guest host on QVC. After two years of successful shows, PAJ, Inc. hired Alise to represent two more lines: Shiny Style, a techno bond jewelry collection on HSN Japan (Jupiter Shop Channel), and Silver Destinations, a sterling silver and gemstone collection on HSN in the U.S..

Scope of Work:  Fashion, research and brand expert. National and international spokesperson and guest host on QVC, HSN and Jupiter Shop Channel (HSN Japan).

The Results:  Alise helped PAJ, Inc. build successful new show concepts and made personal TV appearances promoting and selling their product designs. By marrying an impressive knowledge of the product with a friendly, engaging manner, Alise was able to easily connect and resonate with consumers on-screen. Her eloquence and charming on-air style led to excellent sales across the board.
Case Study:  Bright Entertainment, creators of original content specializing in marketing and design, was an entrepreneurial endeavor for Alise Robinson. The mission was to provide fun, thought-provoking and innovative entertainment for children.

Scope of Work:  Brand, story and character development. Responsible for identifying and pitching publishers and toy manufacturers, creating brand presentations and overseeing negotiations.

The Results:  Authored and created the novelty children's book series Space Craze. Secured a publishing deal for the following titles: "Shining Stars", "Blast Off!", "Shapes In Space" and "U, F, & O, Where Did They Go?". Created Space Craze brand extensions and developed an additional library of original branded content.