Brands that soar tend to be eliminators.
They get rid of one big thing in the category. Great brands remove something everyone expects from an experience.
Ikea is the furniture store that doesn’t sell you assembled furniture. You do that work yourself. Carroll’s Kitchen is the non-profit that doesn’t behave like a non-profit. Instead, they have a restaurant that gives jobs to the community they want to serve, mostly woman in transition. Shapa, the scale without numbers eliminates something every scale in the world uses to measure success.
Clever Marketers Take Things Away
Daybreaker eliminates what most people hate about clubs (drinking, late nights, no dancing) and makes a morning celebration of wellness, dance, and community. When the founders of this thriving lifestyle brand decided that they had enough of boozy, late night club scenes, they wondered how they could reinvent the experience.
Over late-night falafels in Williamsburg Radha Agrawal (36) and Mathew Brimer (28) hatched the initial early morning dance experiment after another frustrating experience at a nightclub with mean bouncers, drunk people, and no one dancing.
They wondered, what if we eliminated from the nightclub scene:
- The nightclub
- The booze
- The bouncers
- The drunks
- The drugs
- Creepy behavior
- Vomit
- Nighttime
And replaced it with
- Dancing
- Happiness
- Wellness
- Community
- Morning
- Yoga
- Healthy drinks and snacks
Daybreaker is sweeping around the world getting people up and dancing early in the morning. Started in 2013 in NY, the event has bartenders serving locally pressed kale, chia seed drinks, and Kind Bars. You can start early with yoga, but each cities event has a slightly different vibe. Some towns like San Francisco dig costumes while NYC was a bit more of the professional class.
Marketing Insights from Daybreakers
- Let go of something everyone else does. Is there an aspect of the category you engage in that you could leave behind, and replace with a fresh and new dynamic?
- Put Community First. Can community become more critical with your approach to your marketing efforts, so you are always thinking about your raving fans, not just achieving sales targets?
- Eliminate something no longer in vogue. Where can you remove something typically toxic or unhealthy, and replace it with something that will reinvigorate the mind, body, and soul?
Daybreaker takes the nightclub and brings a fresh approach at six am. What could you change, eliminate or reimagine from the category you participate in?
Watch a short video about Daybreaker here.
Marketing, when done right, allows your brand to stand out. The job of exceptional marketing is to help differentiate your offering from your category. Eliminating a vital aspect of the category is a great place to start. Need help reinventing your business or brand – let’s connect. 919 720 0995 or jeffslater@themarketingsage.com – At The Marketing Sage, I sell seasoned advice.
Photo and Video courtesy of Daybreaker.
HT to https://www.brandingstrategyinsider.com/for sharing information on Daybreaker on their blog.
