What would you do if you got into the car business? It always struck me as odd that the color of cars is so blah. White. Blue. Green. Why are the colors of cars so boring? Why is the only choice a solid color?
“You can have any color car you want, as long as it is black.” Henry Ford
I don’t expect to start a car company, but if I did, I’d focus on an element that no one else seems to care about – – – color. I know that cars have this beautiful shiny iridescent color packages, but I’m talking about stripes, or polka dots or other visually dynamic graphics. How about rainbow colored cars? I realize that the resale value of an oddly colored car might diminish the investment. In this world of bespoke coffee drinks and apps that can deliver gluten-free meals, why not have more customization of our cars?
Imagine having the same array of choice that you do with pottery, clothing or furniture? What if a company decided that the aesthetics could be a way to differentiate the car they sell?
Some car purchasers want to tell a story about themselves that doesn’t fit into the conventional mold. They don’t wish to blend in – rather, they want to own a purple and pink speckled-truck that everyone wants to photograph and put on Instagram.
Is your Brand Blending into your Category?
Does the category you are part of have an underserved aspect that is largely ignored? What might happen if you served a community of folks who want to zag when everyone zigs? What is the story these folks wants to tell about themselves, and could you provide them with a solution?
Niche markets tend to have over passionate raving fans who wish to be alpha sharers on social media. They can be a catalyst to get the word out because you are paying special attention to them – when others ignore them. Can you shine a light on some part of your customer’s experience that you could own?
The empathic marketer serves a narrowly defined segments. By being so well-defined, those customers feel as if someone cares about their needs. Customers who rave about you, believe you care about them.
Full disclosure. I own a white car. How boring. Need a jumpstart for some ideas for your new products? Let’s connect. Sign up for my free blog here.
