How to Keep Your Cool

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MJMPR is here to serve it up. The universal ‘selfie culture’ pioneered by generation y-ers and millennials seems to be an invitation for big brand marketers to create campaigns based around the self portraiture phenomenon. Take for example, Colgate’s Visible White Selfie Campaign, advising viewers to post selfies to the teeth-whitening app with the tagline, “when you take a selfie, it should dazzle the world.” Albeit, having over 57 million hashtags on Instagram and having been officially coined Oxford Dictionary’s Word of the Year 2013, nothing is worse than a cheesy and overdone selfie campaign. What you need is to inject some coolness into your brand.

Collaborating & Listening to your Customers is Cool

A departure from this craze would be advantageous for big players who strive to emulate a cool image and avoid the common brand perception corporations unfortunately receive. Because let’s face it, corporations aren’t always portrayed as cool. Avoid corporate cluelessness by creating trends and not just following them. Think of Starbuck’s 3-year old launch of My Starbuck’s Idea in combatting a plethora of bad press. This crowdsourcing platform allows customers to contribute ideas for new products, give opinions/feedback and even see the status of their pending idea via their blog Ideas in Action. 

Empowering your Customers is Cool

Or think of Dove’s Selfie Beauty Campaign, although it utilizes the omnipresent ‘selfie’ it gives a much needed micro lens into this superficial behavior in efforts to redefine beauty. While remaining consistent with their mission statement of challenging the current beauty status quo, this Unilever-owned brand can emulate authenticity through their 2014 Sun Dance Festival debuted short regardless of their size and corporate structure.

Inspiring your Customers is Cool 

Remember Ben & Jerry’s Capture Euphoria Instagram Contest, where 127,000 users instagrammed their idea of euphoria with the tag #captureeuphoria and of those, 20 were chosen to be placed in print, billboards and a myriad of outdoor venue? A personal, fun and cool way to engage customers.

Ultimately, big brands can be cool if they stay true to their vision statements, avoid bland and cliché selfie campaigns and act progressively cool in their marketing schemes. Small brands often set examples for bigger brands in instituting cool. The difference in their approach is not regurgitating what they see, but rather reacting to it in a new way.

Here are some of our go-to sources we consult to feed our imagination and curiosity in igniting cool vibes:

WGSN – World’s Leading Forecaster 

Trendland Digital Magazine  

The Cool Hunter

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