7 E R A C H T L A E 5 WAYS TO 01 03 04 R H E M U S N LOOK AT WHAT EVERYONE GET CLOSE(R) CONSIDER ALL O N CSTAND OUT ELSE IS DOING – AND TO YOUR ELEMENTS OF N I O CUSTOMER YOUR BRAND MIX I STEER CLEAR T N E V N K CO Avoid falling into the trap of Use insight to provoke and challenge. The greats stand out through A WITH A E R unthinkingly taking on generic category Observe what’s happening, understand more than visual appeal alone: O B codes. Identify what you want to avoid how people think and feel, and explore they elicit an emotional response W T and make a conscious choice about anything that feels quirky or interesting. through the visual, the verbal and the O H what your brand stands for. And chase And speak to those who feel unusually aural. And don’t forget the CONVENTION the edge cases – the brands that are passionate about your product – they power of sonic branding and its role doing weird, wonderful, intriguing things. may well hold clues as to what you in creating an immersive, memorable If it feels different, it’s interesting. Ask need to be dialling up or down. brand experience. yourself: ‘What are they doing? What -BREAKING are they tapping into to tell their story? How do they make it work?’ MINDSET 02 05 LOOK BEYOND ADOPT A THE CATEGORY CHALLENGER MINDSET The meteoric rise of water brand The greats stand out through Liquid Death shows why taking cues more than visual appeal alone: from other categories works – even they elicit an emotional response those you assume are diametrically through the visual, the verbal and the opposed to your own. It took packaging aural. And don’t forget the inspiration from beer brands to achieve power of sonic branding and its role brand stand-out; pet food brand Zola in creating an immersive, memorable Chow, in a similar vein, adopted design brand experience. language that typically feels more at home on a human diet product.