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Triple Pundit: Three Case Studies Of Transcendent Branding

A closer look at how some companies are able to go above and beyond traditional marketing campaigns.

Triple Pundit
Triple Pundit on November 7, 2012.

“What is your true purpose, my friend?” asked Udaiyan Jatar to a panel of entrepreneurs at the Net Impact Conference in Baltimore.

He was leading a discussion on Transformational Innovation & Iconic Branding: Scaling Social & Business Impact.

His consulting company, Blue Earth Network, offers services in “transformational” innovation and branding to help clients succeed.

The panel provided three case studies of small brands doing big things, including a Belgian chocolatier, a homeless agency in Atlanta, and a Native American nation.

Movement builders

Jatar opened the discussion with an explanation of how to build a movement: “It’s about a great compelling idea that is adopted by humanity, whether it’s a product, service or solution,” he said.

So-called “transcendent brands” offer a superior product, with solid leadership, mass distribution, big investments, and heavy advertising and marketing. But there is a secret ingredient: ”If you’re doing something disruptive and real, find those few people that are going to try something that you desperately need.”

He said transcendent brands always start small, and he encourages his clients to adopt the mantra of “think massive, start tiny, scale consciously.” This leads to lower risk, lower investment, a faster path to create scale, and sustainable loyalty.

Transcendent brands (or movement leaders) also put their followers at the center of their story, with calls to action like “Just do it” (Nike), “I have a dream” (Martin Luther King, Jr.) or “Gives you wings” (Red Bull).

Here are three examples of start-up social entrepreneurs, looking to make a bigger impact through iconic branding:

Continue reading on Triple Pundit

Original article by Erica Schlaikjer. Originally published by Triple Pundit, republished with kind permission.

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