{"id":5155,"date":"2022-08-07T15:08:12","date_gmt":"2022-08-07T23:08:12","guid":{"rendered":"https:\/\/ycisl.su.domains\/?p=5155"},"modified":"2022-08-07T15:09:15","modified_gmt":"2022-08-07T23:09:15","slug":"bloomberg-the-new-magic-word-for-branding-is-collaborations","status":"publish","type":"post","link":"https:\/\/ycisl.su.domains\/?p=5155","title":{"rendered":"Bloomberg: “The New Magic Word for Branding is Collaborations”"},"content":{"rendered":"

Earlier today, a Bloomberg Quicktake: Explained video popped up on my YouTube screen. The title “The New Magic Word for Branding is Collaborations<\/a>” mentions two words sometimes seen in the YCISL program – branding and collaborations (I also realize I don’t use the word “magic” much).<\/p>\n

“…the magic that happens when brands co-mingle fans.”<\/em><\/h1>\n

In this video, Ben Schott talks about how well-known brands team together to create a blend that succeeds in explosive curiosity among existing consumers. He gives several commercial examples. Not that this strategy works every time, but it is a worthwhile simple strategy to apply our creative energy.<\/p>\n

How this connects with YCISL:<\/p>\n

    \n
  • Divergent-Convergent Thinking – it would be useful to first use divergent thinking to list all the candidates for the collaboration. Next, a brainstorming technique like the one we use with sticky notes could list combinations and then convergent-ly sort these combinations from normal to crazy (reminder: recall that the point of this exercise is to find unique competitive ideas).<\/li>\n
  • Feature List – with the “crazy” candidates, primary feature lists would help set up a brand identity that satisfactorily provides RoI to the combining brands. Satisfaction would be based on (a) no negative effect on the original brand, and (b) a sensible fit between the brands that is supportive and associated.<\/li>\n
  • Fail Early, Fail Fast – Our rapid prototyping approach values weakness detection with low-cost investment of time, money and resources. This is a necessary refining step in the innovation process that challenges our fixed mindset and biases. We need to don our “Chief Detail Officer” cap (credit to Rory Sutherland) and appreciate the subtleties that result in powerful shifts.<\/li>\n<\/ul>\n

    Schott presents several good examples of collaborations that I would admit tickle our senses & move our sensibilities. One example that applies to me is his Beachhead category case of “introducing new shampoos to unsuspecting hotel guests.” My exposure to Le Labo Rose 31 Shampoo at some Fairmont Hotels set my high quality level impressions of both brands. I actually also prefer the small bottles associated with hotel amenities so the collaboration itself is a win.<\/p>\n

    What are the lessons for youth? Perhaps it is being aware of our collaboration mindset (a willingness based on a growth mindset) and the ability to act in a productive collaboration (ref. Mel Robbins’ 5-second rule). Put effort into teamwork and team-building.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Earlier today, a Bloomberg Quicktake: Explained video popped up on my YouTube screen. The title “The New Magic Word for Branding is Collaborations” mentions two words sometimes seen in the YCISL program – branding and collaborations (I also realize I don’t use the word “magic” much). “…the magic that happens when brands co-mingle fans.” In […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,25,11,21],"tags":[],"class_list":["post-5155","post","type-post","status-publish","format-standard","hentry","category-ideas","category-lessons","category-thoughts","category-video"],"_links":{"self":[{"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=\/wp\/v2\/posts\/5155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5155"}],"version-history":[{"count":4,"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=\/wp\/v2\/posts\/5155\/revisions"}],"predecessor-version":[{"id":5163,"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=\/wp\/v2\/posts\/5155\/revisions\/5163"}],"wp:attachment":[{"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ycisl.su.domains\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}