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August 12, 2008
Brand Inertia
All good brands follow good branding principles and have understanding directors carving their lines. Not only do these brands have to be true to themselves, but they must make real connections and fulfill real needs. If it is really, really fortunate and really, really true to its purpose, that brand will not only make the connection, but when the trip is complete, it will produce a wave of inertia!
Very recently, we have seen that take place with one of the C3B brand concepts: Silver Joe’s® Coffee. This premium, coffee brand was created out of a specific need for good coffee in the home and on the road, out on the trail, and even at the beach. A fuel for life’s adventures. A brand born out of adventure and supporting those that live the life.
It became apparent that the brand was making this connection when remarkable images and adventure stories started filling Silver Joe’s inbox. Silver Joe’s desire to share these stories with others swelled into the development of the “Adventure Journal” located at Silverjoes.com. By just clicking the Adventure Journal icon and logging a story and/or photo, you become part of a special group of adventurers, sharing daily journeys, large and small, with others around the globe.
A recent log by surf star Holly Beck, “Secret Waves”, brought that connection full-circle for Silver Joe’s brand creator by pointing out her need for a good cup of joe at 4 a.m. Her story was amazing and ironic, because that very need (for the pre-dawn go-juice), is exactly what created the brand idea in the first place. This is what makes the brand-energy connection — the purpose meeting the desire and need of its consumers. It is a moment of affirmation that is nothing but electrifying.
