Astonish Your Customer(s)

My Giants, My Celtics, My ...

It has been very common to hear people pronounce, "My Giants won today", or "I can't belive how badly My Wildcats played today".

My, not THE. Notice the difference?

My favorite movie is ..., My beer of choice ...

Does your brand get referred to as ... My, or just THE? Do what it takes to make your brand a "MY" brand.

O.D.O.o.O.D.B.

Dream Bigger

"There’s one story that Carmine Gallo thinks will sum up Steve Jobs’ career at Apple. 

An executive who had the job of reinventing the Disney Store once called up Jobs and asked for advice.  Steve’s advice? 

Dream bigger. 

I think that’s the best advice he would give us today and the advice he will continue to offer to Apple as its Chairman.  See genius in your craziness, believe in yourself, believe in your vision, and be constantly prepared to defend those ideas."

TY: Carmine Gallo 

O.D.O.o.O.D.B.

Short cut or Long odds

You'd almost never hear someone in a business planning meeting say, "Let's take the short cut". They be afraid of looking a fool or unprofessional or naive. Similarly, you aren't likely to hear someone say, "Let's take the path with the longest odds of success". 

Yet, in most cases, big companies choose to bet the long odds when they launch the umpteenth me-too or nothing-different line extension. 

So, what is the the short cut to success? I like the postulation by Seth Godin.

1. An idea that disrupts a market 
2. Make (& keep) an audacious promise
3. Over-Deliver

Short does not mean easy, it means best odds. 

O.D.O.o.O.D.B.

What was inspiration & objective of Jet Blue

Overcome dehumanization of air travel. Give people what they most want – civilized travel at fair price. CMO in charge of training and other critical customer touch points not just traditional “marketing”. Considered giving prizes for best-dressed travelers to upgrade the overall look & feel of Jet Blue flying experience. 

Let the golden rule prevail in air travel. 

O.D.O.o.O.D.B. 

Hard Manufacturing Company

The maker of hospital beds already had 90% market share with an indestructible product = growth problem. Action: Gave nurses a blank sheet & asked them to design the ultimate hospital crib. They included a digital scale and computer monitor in their feature list. Preemies have to get taken from their crib to be weighed and checked often, which creates problems for the baby. 

Hard launched it but provided no marketing or sales support due to 10x cost - from $1,000 to $11,000. Nurses spread word: “Product saves kids lives”. Hospitals pay attention to that. Now, #1 crib in units & dollars.

O.D.O.o.O.D.B.

TY: Seth Godin

Change the Product, Not (Just) the Advertising because the Product is the Marketing – 200+ Examples

Brand or Product		The Product is the Marketing
Hard Mfg. Hospital Crib		Already had 90% market share with an indestructible product = growth problem. Action: Gave nurses a blank sheet & asked them to design the ultimate crib (digital scale, computer monitor, $11,000). Launched it but provided no marketing or sales due to 10x cost. Nurses spread word: "Product saves kids lives". Now #1 crib in units & dollars.
Jet Blue		Overcome dehumanization of air travel. Give people what they most want – civilized travel at fair price. CMO in charge of training and other critical customer touch points not just traditional "marketing". Considered giving prizes for best dressed travelers to upgrade the overall look & feel of Jet Blue flying experience.
Method Household Products		Why are cleaning products strictly functional and based on problem/solution? Why can't customers and cleaning products have an emotional relationship? The founders saw a real relationship between consumers and their home. Your home is your second skin. Your home is as very personal. They looked at categories like skin care as inspiration, where consumers often buy into a philosophy or lifestyle and then a range of products which reflect that sensibility. They combined design elegance, a point of view and a free prize (green).
Dutchboy Paint Can		People care more about the painting experience than the paint. Changed the experience, not the paint. Sales +35% in year #1
Hallmark Collectible Christmas Ornaments		Problem: No business in July. Only the super heavy users visit stores in July. Design product for heavy users: $10; limited edition; only available in July. Built to create personal interaction btw clerk and best customer. Clerk asks for permission to contact for next year. $100 MM in sales in one 24 hour period. WOW gift + personal/relevant attention = WOM and big/growing sales.
Airborne		Created by a school teacher - people trust school teachers. Teachers are around germy kids – have a legitimate reason to find an answer. Quirky, cartoonish packaging stood out on shelf. Positioned as a mainstream medicine and not against standard products/methods – not against anything, just simply for something created by a school teacher. Appealed to people who are open to alternative medicine and prevention at a time when mainstream medicine was starting to be mistrusted (e.g. Vioxx).
Fox News Channel		Found & catered to audience that felt disrespect/neglected by mainstream media.
Kiehl's		Understated & personal: Feels like work of an individual - not a corporation; No hint of sales desperation; Generous amount of samples given away at store counter
Fancy Feast Cat Food		Expensive; exotic flavors (grilled salmon & pate-like). Customer is not buying sustenance for cat, buying well-being for self (I'm a caring, indulgent owner/parent)
Aeron chair		Looks/works different; expensive; made statement about the user not ergonomics. The conventional wisdom was that chairs are bought by purchasing agents (not workers) and agents only buy chairs that are functional and low cost.
Audeo hearing aids		Leveraged the emergence of Blue Tooth technology to redefine the look of the hearing aid – from hidden behind the ear, flesh tone color to being worn on the ear in cool colors and designs
WordLock		A padlock that uses words instead of numbers or keys as the combination
Razor Scooter		Made something old ( & forgotten) new again, with a cool look
CD Baby		Built a business by asking one key question: How could we make the independent music artists' dream come true
OXO utensils		Mission: products to make everyday living easier with a visual presentation and tactile user experience that reinforces that point
ING Direct USA		Banking is structured for consumer to lose. Mission to help people (with less money) break vicious spending and debt habits. Broke every rule of retail banking. Make saving money cool. Only for savers; only online; same services for everyone; fire non-conforming customers; no checks or credit cards or auto loans. Model=Low overhead, low cost, high volume, low margin to allow for higher interest rate on savings
Chipotle Mexican Grill		Food with integrity - the audacity of integrity. Rejected almost every major technique & strategy industry was built on ... no TV; billboards don't show product; no franchises; high ingredient costs; 10 minutes waits and lines out the door. Do for quick-serve what Whole Foods did for supermarkets.
Naked Pizza		Use the world's most popular food (pizza) as a platform to change people's eating habits by using nutritious ingredients. Used "Naked" to convey natural and pure.
SpinBrush		An answer to the standard electric toothbrush which is expensive, inaccessible/locked in case, all function and not fun
Tankless Water Heater		A seeming contradiction. Stand a century of conventional wisdom on its head
Craft Beers		Beer as brewing art – just like wine making. Cater to aficionado community – the people who know, want & understand beer. Every product has a story (on the label)
DeWalt tools		Seemed dead. Still appealed to contractors who don't want to use tools with same name as wife's toaster (i.e. B&D). Played up reputation: more rugged, durable
Super 8 Motels		Deliver on most important/core items and don't over-charge for things that matter
Virgin		Put customer at heart of the business. Observe customer & find easier ways to give customers what they want. Position products as notch out of the convention. Create/promote products in an iconoclastic & hip way. Confident about doing things customer probably won't recognize they want until they see it.
Zappos		Service as the defining value proposition; it's about service not shoes or stuff; make outrageous promise & keep it; people always remember how you treat them. Core Values taught in detail, reinforced ongoing and practiced by execs and everyone.
Bottled Water		Tap water in USA is pure, free & ubiquitous but people love the story
FIJI bottled water		The bottle tells a distinct story (who says bottled water is a commodity)
Shiseido Cosmetics		In Japanese "omotenashi" means something more akin to an "elevated politeness" that makes customers feel valued and respected. Investing in training 5,000 beauty counselors to pamper its customers with personal service, and hopefully sell more products. The counselors are the very source of our competitive strength - we have to create the best possible environment and atmosphere for them to work in.
Galco's Soda Pop Stop		John Nese carries over 500 brands of soda, and only soda
Anthropologie		Every store has individualized look, feel and design to resemble an indie boutique. All elements of business cater to one very specific and detailed customer profile
Craig's List		Provide a no-frills public service in an industry filled with over-blown claims and in-your-face marketing. Free; simple; no ads; no graphics; no middleman to get in the way; no friction
Patagonia		Selling a lifestyle over product. Connect with customers/true-believers via authenticity of mission
Drudge Report		One stop easy news consumption; publishes breaking & edgy news first; ultra-minimalist
Whole Foods		Natural/healthy but as upscale gourmet in an entertaining setting
Lush		Looks and feels raw, fresh, homemade & handmade (like a deli) with a sharp societal viewpoint
Harley Davidson		Big, Heavy, Loud, Dangerous, Expensive and a long wait list. But people gladly pay and wait because HD let's a 40 year-old Actuary become his inner rebel
Google		Startlingly easy and useful, just enough, relevant & contextual ads, free, ever evolving
Mini Cooper		Small is the new big & the new cool. A wait list & sold at full retail for 4 years. VW owned "small" – not anymore.
Prius		An outward sign - about something bigger than me or my car
Smart Car		Doing small and eco one step farther
Scion		How did they sell an unknown car by an unknown brand? Design it specifically for a specific individual … anti-establishment types that buy edgy stuff
Hummer		Too big, too obnoxious, too … extreme. The free prize is the stares you get
Cranium		Alternative to (often individual & macho) electronic games; Traditional board games for family to connect, where everyone has fun, learns, has a chance to shine & no one loses
Channel No.5		$25,000 a gallon – women buy the way the story makes them feel
Jelly Bellies		Sophisticated adult indulgent flavors in a seasonal kiddies' candy
Riedel wine glasses		Romance the glass as being essential to the wine's taste
Salesforce.com		Broke the rule of software sales & marketing. Removed biggest obstacle to purchase (multi-million dollar capital expense) by offering month-to-month rental
TerraCycle		Fertilizer from worm poop in reused (not recycled) packaging
Zip Car		Mission is to reduce population of cars. One shared car equals at least six off the road. Responsible non-ownership; sustainability, economy, convenience & activism merge
Every Day Low Price		Buying without a deal is a better deal (minimize anxiety & disruption)
The Soup Man/Nazi		"No Soup for You" – He's mean but genuine & consistent, with a great product
PODS (storage)		Storage comes to you. "Store" your stuff without the need for a truck and 3 helpers at your home (safe & convenient access)
In 'N Out Burger		Few items on menu. Less is more. Growth thru efficiency
Zagats		User generated content (before it had a name). Began in NYC and slowly expanded to other cities and topics because the "wisdom of the crowd" provided more accurate information than the so-called expert reviewers.
Life Is Good		Life is not necessarily great or perfect but it is good and everyone has their own "good" moment
Minute Clinic		Just the basics; Nurses care more then doctors; You're Sick-We're Quick
Cameras in Cell phones		Added relevant social-functionality to a device that is inherently social – share more than a call, change the nature of connection.
LiveStrong		Yellow "Badge" = you care, you can do it
Cabelas		Tested and accepted by the merchant before offered to customer
X-Games/Sports		The Rebel is legitimate & can co-exist with The Man
Burton Snow Boards		There's always a new and better way
Trader Joe's		Every product has a story; edited assortment; exclusive brands; value priced; new every trip; appeal to people well-educated, well-traveled and underpaid; love to cook but no time to prep
Nine Sigma		No one is as smart as everyone - use wisdom of crowds to innovate
Cirque de Soleil		Circus redefined as performance art. The entire organization is geared around the performance.
Little Miss Match		"Wanna see my socks". Give 11 year old girls something to talk about with their friends. Make an ordinary product (socks) cool and a conversation piece
Back To Basics Toys		Offer alternatives to the increasing number of toys that are inherently violent, poorly made, or based upon pop culture television shows. Classic toys, open-ended toys, and products with quality craftsmanship and value.
Commerce Bank		Bank as specialty retail; open 7 days; coin machines; unique employee training
Costco		Value items (the basics) mixed together with limited-availability WOW items = Retail-tainment. People flock to experience the Treasure Hunt.
Running Room		All salespeople are runners. They give you guidance, they organize runs, they help you design a training program, they help you get started. A total, integrated experience. And, they sell product.
Anacin Tin sales story		Sold a story: Place dispensers at each register and if you sell just 1 piece per register per day = windfall. The selling strategy changed the buyer's perception of product. With scale (e.g. register placement), even a product with a low selling price and modest penny profit can produce big rewards.
Jones Soda		World didn't need another sugary soda but everyone does need something to connect with. Involve customers in the product: Make customers the brand stars
TiVo		You're in control: For time challenged & those rejecting meaningless interruption
Seth Godin		Spreading (breakthrough) ideas for free does good & created a lucrative business
Match-Making sites		Users go from being labeled loser to being on-trend and hip; About love not dating/scoring
Left, Center, Right		"Parlor" game: Simple as dirt, no-skill, noisy, drama, money
Apple		Awesomely functional products which also evoke an strong emotional response from users. When you have a product in your pocket or hand for hours everyday, your relationship with it is profound, human and emotional. Apple products make users smile as they reach forward to manipulate, touch, fondle, slide, tweak, pinch, prod and stroke. Insane attention & uncompromising regarding design, detail, finish, quality, ease of use & reliability.
iPod		White headphones = different, noticeable, hipness indicator; constant innovation
iTunes		The real secret of success = Instant gratification
Mac Book Air		For customers to have a preference, they must first see a difference.
iPhone		The novice enters a crowded smart-phone market, dominated by phone & tech titans. Went from underdog to the biggest beast in the jungle.
Squidoo		Everyone is an expert at something. A super-easy-to-create web page platform that aggregates the experts.
Lesser Evil Snacks		Stop bad snacking. Antidote to "snackcidents"
Starbucks		3rd Place (meet, relax, work); Sell couches v. coffee and ability to be "in the club" via drink personalization
Amazon		Advertising ended & dollars diverted to remove #1 barrier to purchase (ship fee); bet on long term (superior service)
Pixar Studios		Became envy of Hollywood because it never went Hollywood. Broke all the conventional rules of movie production and management of creative folks and by so doing produced astonishing work
Rick Warren – author of "Purpose Driven Life" & pastor		"A Church for people that hate Church". That was the positioning that Rick Warren pursued when he started, developed and evolved his wildly success ministry, the Saddleback Church, which has over 20,000 people attend weekend services.
Presto		Give computer-phobes a turnkey solution to benefits of electronic communication
Panasonic Flash Light		Takes 3 different battery sizes to accommodate the way people "live their battery life"
Body Shop & later Dove		Anita Roddick "Beauty biz is a monster selling unobtainable dreams, one that lies, cheats and exploits women"
The Rolling Stones (at introduction)		The Beatles were the sweet, neat, well dressed, nice boys of rock n roll from Britain. The Stones decided to be the bad boys.
Charles Shaw wines		Known as "Two Buck Chuck" for price at Trader Joe's. War against the pretentious mediocrity of the wine industry
Dyson vacuums		Broke with industry convention, created a demonstrably superior product and took the added step of wrapping the product in beautiful design
Aga Cookers		Reintro'd old fashioned, quirky design & operation for yuppies upgrading kitchen
Newman's Own		High quality + low cost + donate profits, one of first brands to out-source everything
Ping Putter		The sound emitted from original putter built an experiential difference into a familiar product category
Vic Firth Drumsticks "the perfect pair"		The sticks he could buy commercially didn't measure up to the job, so he began making and selling drumsticks from his basement at home. Then one day he dropped a bunch of sticks on the floor and heard all the different pitches. That's when he began to match up sticks by moisture content, weight, density, and pitch so they were identical pairs. The result became his product's tag line: "the perfect pair." Vic Firth's factory turns out 85,000 drumsticks a day and has a 62% share in the drumstick market.
indiHotel		Reinvented budget hotel: One-tenth cost of other hotels; 7 employees v. 50-100; services outsourced; book online; 65% operating margins
Flip Video		Less is more (idiot proof), when product quality is high & price is low. Lots of people don't want or need all the functionality in conventional video camera.
Magners		Premium priced cider.
Rickenbacker Guitars		Scarcity; hand-made American quality
Office Max		"A Day Made Better". Surprise gift for teachers - free classroom supplies
Nfinity		#1 performance shoe for (an overlooked niche) … cheerleading
Lucky Cheng's		G-Village NYC - The hot "female" waitresses are men
Daily Candy		She knows her audience & nail polish because she is her audience & loves nail polish
NY Metropolitan Opera		Followed professional baseball & football model. The more connected people are to product electronically the more likely they are to experience it live.
Functional foods (OJ)		Do more: From basic nutrition (Vit. C) to advanced nourishment (C w Probiotics)
Stella Artois Beer		Make the branded beer glass part of the out-of-home drinking experience
Dockers		Help men (the not very fashion conscious ones) organize their wardrobe. Four occasions: work, weekend, dress-up, golf (Garanimals for adults)
Hotmail		Free. Only works for you if you recruit friends, so customers become salespeople. Every email contains the "free" marketing message
Red Bull		Individualism, non-conformist, civil courage, responsible for your own opinion
Tesco Local Market USA		Neighborhood market: locals as employees; recognize frequent shoppers; noise low; no litter; minimize truck traffic; fresh food; affordable; quick shopping
Stew Leonard Market		People will drive for quality seafood; Redid seafood dept; Big/expensive change; Put in front of store; Sends signal about rest of store's freshness & quality
Wii – Nintendo		Realism & simple elegance – put skill & thrill of live action into a couch-potato activity. They secured new and unconventional customers and recruited them in novel ways
Tata Cars – India		$2,500 car. Extra cute design elements to overcome missing creature comforts; Improves image of Indian men in females eyes & helps prospects for marriage
Monty Python's Flying Circus		And now for something completely different (and funny) … literally
Honey Baked Hams		Limited to seasonal sales; Turned store into theatre – demo the glazing process
Home Hero		Stylish fire extinguisher – added fashion to the most mundane of products
Home Joule		Home energy meter to alert to changes in energy rates to spur a change in behavior which creates savings, which in turn spurs conservation
SENDaBall		Address, stamp & send a rubber ball; no box or packaging; custom message; $19.95
TED conference		Technology Entertainment Design: Ideas worth sharing. Big thinkers; Outrageous thinkers; Big doers tell how they are changing the world. 20 minute limit to presentations
Concept2 Rowing Machine		Indoor rowing is boring. Machine has live internet link to other rowers to compete, support, team-up
Camper Shoes		Hates the increasing velocity of the world and life. Believes you should walk, not run.
KY Jelly		From clinical and unsaid gay positioning and to heterosexual romance brand because it added a new dimension of fun and excitement to sex. The, now lifestyle, product drove spectacular incremental sales which changed J&J's interest & level of investment
Reality TV		Real people are more intriguing, talented and less costly than stars.
GSD&M Creative Agency		Purpose-based branding
Sopranos		It isn't about a mob boss. It's about a man searching for the meaning of life, who just happens to be a mob boss.
DPR Construction		Took on and remedied the most common & notorious complaints about construction. Decided to emulate High Tech/Silicon Valley approach which is all about creating new ways of doing business
ESPN		Make a sport highlight show just like a real team, a real game, a guy's lockeroom … irreverent, unscripted, fast-moving, competitive, quirky free spirits, camaraderie.
Grateful Dead		A classic social network. Make great music (product). Encourage fans (friends) to record shows (for free & w/o restriction) and pass along to others (free & w/o restriction). Sharing (free & w/o restriction) generates more paying customers
Rikki Lee Jones		Gives music away to create a bigger and more devoted audience who in turn are anxious to pay to see her live in concert
Off-Road Unicyclist		Dan Heaton – no one thought or heard of such a thing until he invented it – bold, new, different, worth noticing
Motley Fool		CAPS Stock Rating – create a service where everyday-Joe can rate stocks. Time has proven that the wisdom of the crowd is better than the professionals
Philosophy skin & personal care		Every product has a "personal" story right on the label. Every product implores you to assume a comforting & rewarding mindset – be good to yourself, you're worth it.
Roger Bannister		Breaking the 4 minute mile was remarkable (first, best, worth talking about). The person who broke his record (does anyone remember him) wasn't special just faster
Vitamin Water		Why does water have to be colorless and tasteless
Duck City Tours		From the bus (traditional or double-decker) to vintage WWII amphibious landing craft. From a drive along water to a plunge into water.
Fun Theory.com		Can making something fun change behavior? Examples: 1) bottle recycle container as a arcade-like game with noisy sounds and lights ignites participation, 2) get more people to use the stairs vs. escalator - made steps piano keys with appropriate musical notes when keys stepped on
Sex & The City		Girls acting and talking like boys and irreverently expressing and living the likes, loves, hurts, anguish and fantasy of late 30's/early 40's women
Entourage		Sex & The City for guys – me and my posse living the carefree, fun, impulsive celebrity life
Wiki		The wisdom of crowds. Allow unpaid volunteers to collaborate and share their (expert) knowledge. The first not final source of knowledge.
Fantasy Sports		Let the armchair coach & sports executive live the dream & test his "expert" knowledge
Game Stop		To keep customers coming back into stores, offer attractive prices and protect against poor economic conditions GameStop accepts used videogame trade-ins from its customers, which are then sold at about 100 percent markup. Employs a young staff of game enthusiasts.
Ricochet the SURFice Dog		Did not make it as a traditional service dog, so was trained instead to Surf and now surfs with people with disabilities and raises funds
Silk		It's not milk and does not need to be in the refrigerated section.
Pope John Paul II		Made the "product" human and took it to the people to make it real. Canonized more saints than any other Pope, giving people everywhere local spiritual heroes.
Ronald Reagan		Optimism, Self-Confidence, American Pride. Strength. Clear goals. I am one of you.
Soap Lake, WA		Middle of nowhere. Great lake. No Visitors. Artist proposed building a 50 foot Lava Lamp to attract visitors.
Frank Gehry		Architect of new Los Angeles art museum. So edgy that it is a must-see attraction for any visitor to LA (resident or otherwise).
Harmon audio		Grew on 1 insight … customer buying expensive home equipment spend more time in car
Rotisserie Chicken Roaster		Ron Popeil noticed what was hot seller in stores and brought it to the home. Observes common household or life activities to make easier
One Laptop per Child		Bring the world of information to remote, impoverished and under-educated children. "Indestructible" $100 fully functioning laptop with a crank for power.
Grameen Bank		Giving a little gives a lot (of dignity). Invest in committed people
Kiva		"Charitable LENDING". Person to person LENDING with specificity; accountability; transparency – turns the whole concept of "charitable giving" on its head. Give a man a fish …
Acumen Fund		Created a program to combine the financial and the spiritual in a way that does justice to both. An extraordinary effort to connect people of similar spirit but different cultures to create entrepreneurs in Africa.
Chez Panisse		Super popular Berkley restaurant since 1971. Ecological philosophy - fresh ingredients, harvested in season, and purchased from local farmers.
Cold Stone Creamery		Experience over product
Roses Are Red		To enhance transparency and guarantee that flowers ordered online match what people see on their website, sends purchasers a photo of the very bouquet they ordered.
Vrachtfiets		A two-person pedal-powered vehicle designed to provide a quiet, cheap, and emission-free way to move furniture and other heavy items.
Mr. Happy Crack (basement wall repair)		Comic relief approach for super mundane product. Compelling and humorous logo plastered on 34 city buses
Parking garage in Munich, Germany		Cylindrical bee-hive high-rise structure. Takes only 20% of typical garage footprint and elevator retrieval is faster and less damaging than traditional garages.
P&G Connect + Develop program		P&G makes public its wish list of chemicals, product functions, and solutions. Academics and experts are invited to submit ideas.
Growth Bridge		Subscription service for razor blades
Bread & Butter (Canada)		Aiming to simplify the purchase process as much as possible, offers Men's skincare by yearly subscription with everything most men's skin needs in two seasonal kits.
Henk Luggage		A built-in case that preserves the moisture of cigars in transport; opens from either side; a curved handle that doubles as a dress boy for hanging suits; an anti-theft chain that locks the case to a seat or table. Also created an attaché case that can be stored within the larger suitcase or strapped to its exterior, allowing easy access to business documents during travel. $20,000 a case.
Titleist Golf Clubs		Three defining features, areas of expertise that set this company apart from its competitors: precision, performance, and heritage. Crafted a new design language around each of these pillars for use in future product and service offerings. For the "Precision" line, chose geometric shapes, pure materials, and intricate graphics to support the idea of mathematical accuracy of play. For "Performance" line, utilized muscular, organic forms, vital color accents, and dynamic graphics, giving the impression of bionic power and athleticism. And for the "Heritage" line, crafted a language of retro-modern touches, crafted surfaces, and distinguished graphic design. All three embody the brand and have since been utilized in sets of irons.
Tupperware (collapsible)		Improve design for more flexibility in their storage and easier match between container and lid. To optimize storage flexibility, containers needed to be malleable. Everything that transformed itself was included for study - Chinese takeout box, origami, bendable straws, and spring-loaded mechanisms - winning concept derived from accordion-style drainage pipes. Created a form that would flatten to occupy little storage space, then extend into a full container when in use. Can even be loaded into the dishwasher and washed flat. New design color-coded, it's easy to locate the right size container and lid.
Mobia Fitness		Fuses the walking action of a treadmill, the low-impact motion of the elliptical, and the stepping action of a Stairmaster. An ideal workout combination because it combines three proven calorie burning activities in one. To encourage users to stay engaged with exercise routine, designed so that users would be proud to place in the living room, applying a clean and simple iPod-esque aesthetic design
Mirakle Couriers		India has one of the largest deaf populations in the world, but social stigmas eliminat many job opportunities. Aiming to empower this isolated group economically, hires only deaf workers. The company puts a heavy emphasis on training —right down to the finer points of professional grooming—and has grown dramatically. Founder stresses that it is "not a charity but a social business, where the social element is embedded in the commercial operations".
Dunn Daily Record		The local newspaper in Dunn, NC is one of the most successful newspapers in the country--on average, every household buys 1.12 copies. Same strategy for 40 years. It boiled down to three things: names, names, and names. Every day, publisher demands staff feature as many people from Dunn as possible. Can't compete with USA Today or the Washington Post. What we can do that nobody else can is tell you what your neighbors are up to. So, if you're an editor choosing between a beautiful photo of the local park at sunset or a really boring photo of 9 people around a conference room table, which are you gonna publish? The boring one, because it lets you mention nine names in the caption.
Vook		The latest reinvention of traditional book publishing, which integrates text, video and social networking to deliver a new entertainment experience. "Vooks" are book-video hybrids that feature short video clips—produced exclusively for each title—interspersed throughout the digital text. The videos are designed to enhance the story, advance the plot in fiction titles and add depth to practical information. The online Vook Reader allows readers to interact with each other via inbuilt social media functions.
Barak Obama		The country was in turmoil. Confidence in many traditional institutions was rocked. Change was needed. He was a blank slate and devotees could easily project onto him what they wanted or wished – for themselves and the country – for professional Whites it was racial absolution and for Blacks it was understandable racial pride. Being African-American, he was the visual embodiment of his plea for change and hope.
Staples		Spent over 1 year changing product before the starting of advertising. Knowledgeable staff, easier to shop (edited assortment), in-stock (ink) and then started "Easy" ad campaign
Kleenex		From fashion (makeup removal) to utility (disposable hanky) to necessity (kill germs) over 80 years – continuous reinvention
Wal-Mart		For people who live paycheck to paycheck; Sell function not fashion
Vanguard		Simple v. complex & tortoise vs. rabbit approach to build wealth
Dove "Real Beauty"		Great timing, countered message of fashion industrial complex. Celebrate real/ordinary – the everyday woman. Deep soul connection on a personal level.
Dawn Dish Detergent		$1B brand built with unrelenting focus on one word "grease"
Burberry		Focused on what matters most/sold best "the plaid overcoat" and then added accessories built around "plaid"
Tide		It's about more than clothes. Sustainability (packaging, transportation costs, space, energy efficient cold water)
Gain Laundry Detergent		Fragrance … over cleaning ability. More intense, more polarizing
HBO		It's not TV. Artist given rope to test creative limits
Big Bertha Golf Clubs		Bigger is better & easier to use. (Prince Tennis rackets did same 20 years prior)
Westin		The Heavenly Bed (perfect & exaggerate one element of the product experience)
Apple (S. Jobs)		Design + anti-establishment = cool
Apple (S. Wozniak)		Practical solutions. Design things for normal, average people
GEICO		Make big promise & keep it (quick service, savings); Insurance is cheap; easy, fast and fun,
Match Making Services		From desperate loser to in-crowd, About love not dating
GE		An industrial conglomerate captures eco-conscious image via extended life Bulbs, wind power
Coppertone Aerosol Sunscreen		Applying sunscreen is a hassle! Protection is a given. Eliminate the hassle. Giving Mom a more sane day at the beach/pool makes it a better sunscreen.
All State Insurance		Flip the model: Instead of just penalizing bad behavior (accidents, tickets), reward people for good driving via good driver rewards & accident forgiveness
Volvo		Safety first; safety always
BP Gas Stations		Make process just a little better than expected-b/c a little better can mean a lot. Cleaner stations with better service. Prove eco-friendly with recyclable paper bags, pass out sunflower seeds, perhaps give away "energy-efficient light bulbs
Quizno's		Toasted (tastes better)
Huggies		From bed wetting to normal bedtime routine
Neutrogena		Sunscreen with Helioplex: Consumers trust Neutrogena as a skin care/technology expert. Took sunscreen/SPF out of commodity status by talking about the science of sun protection - UVA/UVB and photostability & made it important and make brand sound like it was breakthrough discovery. Credentials make claims believable. Key linchpin - Preventing skin aging starts with sun protection.
Samuel Adams Beer		Way more of the best ingredients than the usual. Real people; The best; No compromises or short cuts. Always new to please loyalists and give uninitiated a reason to try.
Dr. Scholls – Gellin'		People don't care about their feet. They are interested in Outrageous Comfort
Netflix		A solution for the things people hate about Blockbuster
Heineken Mini Keg		Perfect pour from 1st; Maintains taste & freshness for 30 days; Stores in fridge
M&Ms		Personalized message increases relevance
Dunkin' Donuts		Customers are less pretentious than Starbucks – reaffirmed & improved the simple things that made core customer happy rather than copying the hot trend/new star
L.L. Bean		Product: Function over fashion with high quality. Fairly priced; take back anything for any reason; always open
Kroger Food Stores		Use data to build stronger relationships with customer they ALREADY have. 4 things Kroger want customer to say: great products, good prices, shopping experience makes me want to return, get what I want plus a little.
Nissan		Designs were polarizing-by design; In challenger role, they had to come out swinging
MGM Grand		From "dormitory" to destination: added Cirque du Soleil; Celebrity hairdresser & chef
Avis		Culture rooted in slogan "We Try Harder" (30 years). Not seeking #1 in sales: #1 in service is goal to justify premium price; Many metrics to assess service performance
Crest White Strips		From basic care for teeth to vanity. Professional procedure brought to home; inexpensive; quality results
Target's Rx Bottle		Consumers did not think of Target when filling their prescriptions. Looked at one important aspect of the Rx usage experience and solved it - the bottle is part of the experience. Gave customers piece of mind before taking meds. Gave reason to go to Target for meds.
On Star (GM)		Use car to sell other (more profitable) stuff – phone, navigation, safety
Atkins Diet		Broke the conventional rules (eat steak but stay off the carbs). Guaranteed to be talked about by friends during a meal
Maker's Mark		You're not buying whiskey, you're buying the wax on the neck and the signal that it sends to you and your friends
Mini Van		Built especially for Mom: safer, roomier, easier than the wagon & sedan
Campbell Soup		Retail shelf organizer finally made it easy to find your soup – the shopping experience is part of the product
Zip Code + 4		USPS: Made it easier to target for direct marketers and faster for USPS to deliver bulk mail. USPS smartly tested with most sophisticated direct marketers to create early win and everybody else wanted in.
Nike		De-emphasized advertising to focus on direct physical interaction to help people get most out of products (service not manipulation)
Squawk Box		Copied ESPN's approach to sports reporting & applied it to the coverage of business and financial markets – from dry numbers and unemotional reporting to personality driven and hard charging fact and opinion
Swiffer		Reimagined and reinvented the mop and the mopping experience. Created the classic razor & blade annuity through the disposable sheets and cleaning liquid.
Ikea		European; stylish; affordable; durable; assemble-yourself furniture for every possible room in your life – from garage to basement to dorm room. Key tenets: Pocketbooks are always thin; Be an active merchant: actively sell and present products & You-do-a-little-and-we-do-a-little.
Fed Ex		Allow people to extend time or procrastinate
SouthPark		Total irreverence. Designed to appeal to the older male teen and the grown men that act like them (knowing they would offend just about everyone else)
McDonalds		Back to Basics Plan. A re-affirmation of original motto "quality, service, cleanliness and value": hot, high-quality food at a great value with speed and convenience. More and whiter chicken, better coffee, and milk in bottles instead of cartons. So-called "McCafes" in 6,500 of 14,000 U.S. stores, offering speedy lattes and cappucinos -- smoothies, coolers, sports and energy drinks are also in the works
Campbell's Soup		Relevance is about four things: "value, wellness, quality and convenience." Value is condensed soups which cost just 52 cents a serving. On wellness, introduced low-sodium soups. Quality is acquisition of "the Wolfgang Puck line of organic soups." Convenience, introduction of microwaveable soup. Each of these moves may be incremental, but they appear to have paid off. For growth, eyeing Russian and China, where "99 percent of soups ... are home-made. Americans eat 15 billion servings, Russians 32 billion and Chinese 300 billion."We're the world's largest soup company, but only in six percent of the world's soup markets.
Nokia N Phone		Simple observation of teens playing games on their cell phones provided Nokia with key insights that led to the creation of its gaming-optimized N phones.
Target		Just because you don't have money doesn't mean you don't have taste. Chic meets cheap; Unique; high quality & inexpensive "designer" products – made style/design accessible to everyone at a low price
Ford (Mustang)		When you push on a car's accelerator you want to have feedback. A seemingly simple bit of under-hood plumbing directs sound to the passenger cabin. The system does not emit false sounds. It only enhances the engine's existing voice. It is expected to become more important as fuel economy rules tighten and engine sizes continue to shrink. The sounds give the driver a sense of power and control. Driving a car without the sound tube in them, is like watching a movie with all the drama, but totally disorienting without the sound.
Denny's		Business soft and dropping. A 56 year old brand with 95% awareness + 90% trial = consumers felt that they knew brand. How to reawaken them? Must deliver the present (sales) and protect future (build brand)? Follow example of Hyundai Assurance program which drove sales and built brand with Denny's Free Grand Slam day (2+ million customers in one day).
Harry Potter		Biggest, most rabid fan club; constant pent-up demand
Marlboro		The product is more than the core offering. Being forced to live without advertising caused them to gain expertise in database and loyalty programs which allow them to identify, know & serve most loyal & generated outsized financial results
Best Buy		Changed the business in three areas most important to customers Julie Gilbert – Focus on female customers & female (store) leaders Blue Shirts – win with informed & helpful in-store service people Geek Squad – Business model: Be nice & fix it
Project (RED)		Purchase a (RED) card at participating retailers and use it for purchases, just like any other gift card. With every transaction, "x" cents or percent is used to buy life-saving medicine for people in Africa who have AIDS. The money comes from the retailer's pocket, not the consumer. Almost a quarter of a billion dollars has been sent to buy AIDS medicines. Not charity, just thoughtful commerce.
Subway		Made sandwiches a healthy diet food ("Eat Fresh", Jared). "$5 foot long" created perceived value and jumped sales.
Southwest Airlines		Democratize travel. Consumers are now free to move about the country. Employees are now free to be their best. Everybody at Southwest is a freedom fighter … Employee believes that freedom begins with me. Open-seating like at church.

 Credits:

The list of brand and products has been accumulated from many sources over several years. I did not catalogue the sources as I was aggregating, as I was assembling the list to educate myself, not for public (re)distribution. Most, if not all, of my sources are folks who are generally very open to sharing their content, as long as someone (that would be me) does not sell it or claim ownership. As such, I do not Reserved Any Rights–None because most of the content in this document is not my IP to reserve.

Here's at least a fairly comprehensive list of my sources with my apologies to those omitted. If you are not already a reader or fan of these sources, I highly encourage you to begin.

• Seth Godin: blog, his many books, live and video presentations. Also, the "Change ..." quote is his.
• Tim Manners: Cool News of the Day and his book "Relevance"
• Fast Company magazine
• Bill Taylor & Polly LeBarre: "Mavericks at Work"
• Frog Design: case studies
• INC. magazine
• Forbes magazine
• Chris Brogan