Super Saiyan Kid and Failed Marketing Dreams

Have you ever spent too much time on YouTube to the point where you fall into the deep rabbit hole that is the dark side of YouTube? Most of us have. There are more than 1.3 billion videos on YouTube right now, so it’s easy to get a little lost. One of those videos you may have run across is Jaylen wanting to become a Dragon Ball Z Super Saiyan. Oddly enough, Jaylen can teach us a lot about marketing and how when we try to do things all on our own, well, we end up looking like we have no idea what is going on in the outside world. If you haven’t checked out the video, here it is (feel free to scan through it, since watching its entirety is a bit pointless): As business owner you may be thinking the equivalent of Jaylen’s “All I ever wanted to be in life is a Super Saiyan.” You have these big goals for your business, whether to be a thought leader, triple your revenue, or just become a household name in your city. There isn’t anything wrong with having those goals; in fact, every business owner should have similar aspirations.

SO HOW CAN MARKETING DREAMS BE JAYLEN DREAMS?

We decided to do a side-by-side comparison of how Jaylen's Super Saiyan dreams can be a lot like a business owners' marketing dreams:

  • JAYLEN: “I used to always look up to Goku and Vegeta, Gohan. I used to just look at them and wonder how come I’m just a human being? I’m so worthless.”
  • MARKETING PERSPECTIVE: It’s easy to find yourself looking up at the masters of marketing: Coca-Cola, Starbucks, Nike, heck, even Dragon Ball Z. Making immediate parallels can create a corporate mentality of worthlessness.
  • JAYLEN: “Sure, I can run. I can jump. I can flip. We are so limited. When I see superheroes, why can’t we be that exciting and that awesome? Why can’t I, if I’m late for school, just teleport there and be on time?”
  • MARKETING PERSPECTIVE: Jaylen’s big mistake is downplaying the things that he’s good at: running, jumping, and flipping. Those can definitely come in handy, especially if you’re late for school. Sure, teleporting would be much easier, but wouldn’t that deplete all your human resources? You wouldn’t even have enough strength to pay attention in class...or something like that. Downplaying the things you are good at with your business is a mistake. If you provide excellent customer service or your product actually provides a necessary service, then exploit that. It may not be as exciting as the other guys, but in time, if you build on what you are good at, then you’ll be able to do the marketing equivalent of teleportation.
  • JAYLEN: “I saw a Chinese man turn a piece of paper on fire with just the power of his hands.”
  • MARKETING PERSPECTIVE: Just because something works for one business, doesn’t mean it’s a good fit for you. There are some tricks that bring surprising results, but they are very short lived, and if done in a blackhat method, can really hurt your business. So keep in mind, much like Jaylen’s Chinese man analogy, not everything is true.
  • JAYLEN: “I believe I can be a Super Saiyan. I know a lot of y’all are laughing, but people who are really on my level of intellect, they understand what I’m saying.”
  • MARKETING PERSPECTIVE: Setting your mind to something is the first step to accomplishing something, this much we agree with Jaylen. But unless your marketing budget is exponential or your capital investors have poured millions into your business, making a sudden leap into the marketing stratosphere, just won’t happen. Secondly, don’t surround yourself with “yes men” or those with the same "level of intellect". Be sure to have people on your team that aren’t afraid of forcing the business to look into the mirror of reality.
  • JAYLEN: “I’m going to attempt to go Super Saiyan on film.”
  • MARKETING PERSPECTIVE: Before making a massive leap, try some A/B testing.
  • JAYLEN: “I’m gonna turn the music on.”
  • MARKETING PERSPECTIVE: We believe in getting hyped. Just don’t believe in the hype.
  • JAYLEN: “My name is Jaylen and I am a Super Saiyan.”
  • MARKETING PERSPECTIVE: Nope. Just saying it or believing it doesn’t make it a reality.

GET SOME HELP TO MAKE YOUR MARKETING DREAMS A REALITY

If you are like many small to medium sized businesses, you are trying to do everything marketing-wise in house. That’s not a bad idea, if you have the right people on staff. If you don’t, then you’ll be doing a lot of what we just witnessed: yelling, screaming, rolling the eyes to the back of the head, and tossing clothes to the side, but all to no avail. Don’t waste your time, energy, and money pouring into marketing methods that don’t work for your business. At INFINI Marketing, we bring the outsider’s perspective with tons of experience and know-how. We pinpoint the things that aren’t working and the things that can work so that eventually you can become that Super Saiyan you’ve always dreamed about...just like Jaylen did with a little help.

Tom Hanks and His Shining Example of Brand Expansion

We’re going to talk about brand expansion, which we like to call The Tom Hanks Effect. Tom Hanks is one of my favorite actors. For a moment, we’re going to go over how his career that started successfully in comedy and turned even more successfully toward more serious roles, parallels how brands can expand. If you grew up in the 80s, then you witnessed the golden years of Hanks’ comedy. The Burbs, Splash, The Man With One Red Shoe, Turner and Hooch, and, of course, Big. All in the 1980s. And they were all, more or less, major successes. Then came the 90s when Hanks realized that he had been categorized as a funny man. This isn’t to say he didn’t enjoy doing comedy, but he wanted to do more than that. He wanted to do great movies. So he told his agent to stop sending him scripts for comedies. He only wanted serious roles. He was consciously beginning the process of brand expansion. Some people thought this was a terrible idea. Why would you change what was working? Something you were so successful at doing? The answer? HE wanted to change. Not that kind of change. We’re not talking about instituting Communism.

EXPANDING THE HANKS BRAND

So 1993 comes along and Sleepless in Seattle hits the screen. A romcom about a grieving widower raising his son and meeting Meg Ryan at the top of the Empire State Building. Now, it was a romcom, but with definite serious moments. You can see some serious moments in many of Hanks’ comedies, like Turner and Hooch and The Burbs. That incredible talent was dumped on us, almost out of nowhere, with Philadelphia, about a lawyer who contracts HIV. He won his first Oscar with that role. Then here are the next five movies that follow: Forrest Gump, Apollo 13, Toy Story, That Thing You Do, and Saving Private Ryan. He won another Oscar for Forrest Gump and was nominated again for Saving Private Ryan.

EXPANDING THE HANKS BRAND

So 1993 comes along and Sleepless in Seattle hits the screen. A romcom about a grieving widower raising his son and meeting Meg Ryan at the top of the Empire State Building. Now, it was a romcom, but with definite serious moments. You can see some serious moments in many of Hanks’ comedies, like Turner and Hooch and The Burbs. That incredible talent was dumped on us, almost out of nowhere, with Philadelphia, about a lawyer who contracts HIV. He won his first Oscar with that role. Then here are the next five movies that follow: Forrest Gump, Apollo 13, Toy Story, That Thing You Do, and Saving Private Ryan. He won another Oscar for Forrest Gump and was nominated again for Saving Private Ryan. The fact is he made a concerted effort to make that shift. So how does that translate into branding?

THINK OF IT IN TERMS OF SHOES

Nike brand for shoesA brand is known for one of two things: doing something well or doing something poorly. Consider shoes for a second: For as long as I can remember, Nike has been known as the pinnacle of tennis shoes. But remember back in the day when your mom didn’t want to spend any money on your shoes? So she took you to Payless and bought you the XJ900’s? Or if you migrated from the mother country - British Knights. The shoes sucked, Mom! They hurt my feet. I couldn’t get any grip on the court. This feels like a therapy session. I digress. My dad finally redeemed everything with the new Penny Hardaway’s. The fact is, we wanted Nike’s and not the XJ-900’s. Why? Because 1.) Nike’s were lightyears better. And 2.) wearing Nike’s somehow made you a better basketball player. To an extent, both were true. They were more comfortable and durable, and you weren’t skating all over the court like an idiot. But that’s brand competition from the polar opposite ends of the competitive spectrum. What about brand expansion? Brand emergences within a current brand, like Tom Hanks did?

STARBUCKS HAS DONE THE SAME THING

Starbucks logo brandOK. Let’s take Starbucks for instance. They started in Seattle with the idea of providing everyone a great cup of coffee in a relaxing environment. From there, they expanded to offer various types of coffees - like cappuccinos, frappuccinos, and macchiatos. Then they started offering a wider variety of breakfast items, like muffins and coffee cake, to go with the coffee. Then they expanded their drink items to flavored teas, bottled sodas, and smoothies. Now they’re offering lunches with sandwiches and salads, which go with the teas, sodas, and smoothies. They have grown from morning coffee to breakfast and lunch all in one spot. All of this expansion allowed them to go even further by adding their Starbuck’s “Evenings” program of selling wine and beer, which they ended earlier this year. Still had about a 7-year run though. starbucks-mugs-branding-marketing-houstonOf course, the expansion isn’t merely internal. It’s also external. The Keurig, the K-cups, the mugs, and travel thermals are all part of the continual brand recognition that is pushed, no longer by just its coffee shops, but by its ambassadors: the customer. But that’s another discussion.

TOM HANKS, STARBUCKS & BRANDING

So how does Starbucks tie in with Tom Hanks? Expand expand expand. Starbucks has grown and expanded its brand, but whenever it is mentioned, you still think coffee first. They’ve never lost sight of what their company is about, which is why they have continued to be so successful. Coffee first. Tom Hanks has never left the realm of acting. He started in comedy, expanded to more serious roles, while also dabbling back into comedy every so often. From cartoon voiceovers and documentary narrations to romcom and dramas, Hanks has done it all, but under one umbrella: acting. Tom Hanks knew his acting was great. Starbucks knew its coffee was great. When you know that your product is great and your brand is secure, then that’s when you can feel confident in expanding. Just don’t ever lose sight of of who you or your company really is.

The Utter Necessity of Color in Logo Designs [INFOGRAPHIC]

Think of your favorite brand. Got it? Swell. What are the colors in its logo? Easy, huh? Now we’re going to toss some common brands out there. Take note of how you visualize their logos. Ready? Starbucks. Target. WalMart. Exxon Mobil. McDonald’s. Coca-Cola. You obviously pictured the design of the logo, like the lettering, the Arches, and the mermaid. But you also saw the coloring of those logos and letterings. Let’s do a little mental color association with those logos. Red. Blue. White. Green. Yellow. The last two were pretty distinguishable since only one brand has yellow or green in its logo. But the other colors (red, blue and white) were shared among the brands: Red (3); Blue (2); White (6). The fact is color plays a huge role in logo design. There is so much psychology that is involved in the creation of a logo and creating a color pallette to fix the design. Your industry, your target market, your company culture, and the purpose of your business, among many other things play a role in establishing your logo (and its eventual evolution). 99Designs.com created a really insightful infographic of how exactly color plays into a brand’s identity. logo color meanings infographic flow chart Learn more about how to select your logo colors on 99designs.com. In the words of our good friend Ron Burgundy, “Don’t act like you’re not impressed.” Now it’s time to start looking into preparing your logo or revisiting your current logo for a redesign. Put your best foot forward because when your customers think of your brand, they should be able to picture it. Looking to impress your clients and customers? Contact us today and let’s put some color into your business.

Marketing As a One Man Wolf Pack

Remember that epic speech Zach Galifianakis's character, Alan, gave on top of the roof of Caesar’s Palace in the movie “The Hangover”? It is a hilarious combination of a strange character trying to fit in with his three new friends while attempting to establish an unbreakable (and bloody) bond for all four. We crack up every time we see it, but we also realize that this silliness has some interesting foundational elements to marketing.

TAKE A BREATH AND WRITE IT DOWN

Before Alan started his speech, he took a deep breath, and then pulled out a piece of paper. He had written his thoughts down and expressed them, quite hysterically, to the other three. When it comes to suggesting a marketing plan, it is always best to have it all planned out before implementing the marketing campaign strategy. This includes writing out the following:

  • Purpose of the marketing campaign
  • Conversion goals
  • Scheduling the release of marketing materials
  • Social media posts
  • Commercials
  • Print advertising
  • Blogging
  • Setting the budget

WHO IS THE ONE MAN WOLF PACK?

It’s pretty obvious that in order to be successful in business, you can’t rely solely on yourself. Alan represents that pretty well. By himself, he was stuck in the basement. Joining the other three, he was standing on top of Caesar’s Palace ready to take on the night. As a business owner, you may feel like you’ve been hacking away down in the proverbial basement trying to get your marketing efforts to get some traction. This is where we come into play. We want to take you out of the basement and up on the rooftop of your industry. Alan had Doug, Phil and Stu. Therefore, every business owner needs a strong group around him or her to push their brand and ensure their marketing efforts are reaching their intended target audience. In other words, we want to be part of your One Man Wolf Pack. Our team will make sure the marketing goals of your business are strategically scheduled and successfully implemented. Our purpose is to enable you to focus on the business generated through marketing. It takes a lot of work to get to the rooftop, but we’ve proven we can take any business there.

NO NEED FOR A BLOOD COVENANT

Although Alan did slice his hand with a knife as a sign of his commitment, we definitely won’t be doing that - or requesting it. No bloody handshakes. No signing anything in blood. Let’s just keep blood out of the whole equation. If your business needs to add members to your One Man Wolf Pack, then contact us today.

INFINI Marketing - Houston Marketing

At INFINI Marketing, the team combines our talent and expertise in Branding, Technology, and Digital Marketing in order to help you expand your business. We ensure the strategy we develop for you is holistic and scalable so that as your business expands, your strategy can, as well.

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