EMBRACE PETER PAN SYNDROME
New products should enjoy being young and different and maybe even a little bit immature. They should not try to grow up too quickly. Once they look and act like their mom or dad (the parent brand, if there is one), the newness and interest and magic have probably worn off.
After all, who wouldn’t want to be friends with Peter Pan for a day? Do a little flying, go to Neverland and waste time away on some crazy adventure? Sounds great to me.
Compare that to hanging out with Peter Pan’s parents for a day? Yeah…not so much anticipation there.
Yet this is exactly the path to “maturity” that so many products seek to barrel down as fast as they can. Ironic, isn’t it? You’ve noticed how established products try so hard and spend so much money to be viewed as young and new again, haven’t you?
New products should want to remain new as long as possible. This has always been true, but finding ways to do this has never been more beneficial than it is today…where social media and the potential for content to go viral can have the antics and adventures of a tiny brand capture attention from a national audience overnight.
One of the biggest benefits of being new and different is that fewer expectations exist compared to established brands.
Big brands tend to come across as impersonal, with content that feels like it is designed by a committee in a boardroom. Small brands are naturally positioned for a more personal and intimate connection with shoppers. Small brands can naturally create the perception of being a person that has a heart.
Supporting big brands tend to feel like selling out. Big brands have more history and have had more time to make enemies. We use a different type of math when choosing to support the little guy. This is why people somehow feel better about paying more to buy a product from a local store that supports 20 jobs than they are to feel good about buying that same product for a lower price at Walmart while supporting 2 million jobs. Our society likes the idea of cheering for the underdog or supporting the local favorite.
Big companies and big brands are expected to be doing good and supporting charities. Small brands can get a lot more coverage supporting a cause, even when it is with a much smaller check. It takes far less to make a bigger splash.
Big brands have merchandizing or promotions they need to anniversary each year. Their attention is focused on comping last year’s results with hopes for maybe a few points of incremental growth. Small brands can explore and experiment and concentrate on new ideas. To be sure, small brands are just as interested in seeing a sales lift result from their efforts, but they’ve got more freedom try things that haven’t been done before.
YOU, TOO CAN FLY
There is nothing inherently wrong or bad with growing up and becoming bigger. But be very aware that it is extremely hard to grow up without growing old.
Just make sure you don’t wish away the magic you have because you are still young. Take full advantage of the ability to dream and create and do things for the first time. Shoppers will notice and appreciate it…and probably thank you with a purchase.