TOPSHOP is a European clothing company that recently expanded their territories in Las Vegas. The brand takes pride in their trendsetter style as they cater to the “fashion obsessed,” as well as the aspiring fashionistas. With hundreds of apparel stores to compete with, TOPSHOP gets a leg-up by offering a personal shopping experience for customers with free fashion consultation by appointment. Another key selling tool is that TOPSHOP makes their aspirational line affordable for students by offering a 10% discount all year round to students with their school ID.

All corporations stretch the truth, right? Consumers know it, executives have become okay with it, consumers feel it in their gut, but it works for everyone. Or does it?

There are a lot of hot buttons right now – environmentally friendly, transparency, local sourcing, and customer service to name a few. While some companies are trying to play the angles to get into consumer’s pockets, other companies are reaching out to consumers on another level. Domino’s Pizza campaign is classic example. Listening and broadcasting consumer feedback, good and bad, to improve their pizza has really boosted the brand. Trendwatching, recently found a racing bike company, Ritte Racing, that even though its not on trend, is honest about it’s products being made in China rather than trying to make excuses or hiding it.

Does it hurt your brand more in the long run to hide the truth or face it head it on and be honest with consumers up front?

Having a pipeline that is focused and well managed can provide the framework for strategic, effective and sustainable innovation.

In the innovation process, decisions can often be made based only on subjective intuition or for risk-aversion purposes. Ideas can simply happen at the wrong time and then be lost forever. Consumers change, capabilities change!

Make sure you are being productive in your innovation efforts. Take a look at your pipeline, sometimes ideas that didn’t seem quite right a few years ago can be leveraged now.

Match the intent of ideas with fresh consumer wishes and win with some of your old ideas!

While everyone is creating the next high-tech version of the next great idea, sometimes the best idea is to take a step back a few decades. Nostalgia is engaging, trustworthy and can trigger a deep emotional response. People have a fondness for the familiar especially in times of turmoil.

With all the visual and quality cues of a brand that has been around forever, Tommy Guns Salon was founded in 1994. With the old-school quality, professionalism and surroundings of traditional English barber shops and the cool, unique and contemporary styling and products, Tommy Guns brings their customers a simple and authentic haircutting experience worth talking about.

What emotional triggers does your brand set off?

Max Brenner, the bald head behind the international Max Brenner, Chocolate by the Bald Man Restaurant chain, does one thing really great…chocolate.

With chocolate boutiques in Israel, Australia, Philippines, Singapore and the United States there is no question that his brand stands out in the consumer mind for providing an extraordinary chocolate experience. The chocolate menu includes chocolate waffles and crepes, fondues, ice creams, hot chocolate drinks, smoothies and chocolate martinis. His chocolate pizza was even featured in a February 2011 segment of Food Network’s The Best Thing I Ever Ate.

Max Brenner understood the value of owning a single element and its relevance and perceived value to the consumer. When you are able to focus on one thing, the better you get at it. You can automate and innovate and discover tricks that put you ahead of the competition.

What is the one thing you do really great? In a world where specialization and focus can often be the driver to success, can your brand become synonymous with a single benefit?

Grocery stores are stocked with choices galore but shoppers are looking for more! They want ways to serve themselves and to serve a greater cause. Consumers want their purchases to mean something and the tie breaker between choices is often the chance to support their local communities. The economy is still flat-lining and buying eco-friendly “Local” gives consumers the idea that they are helping to fix things, even if it’s just a little.

Whole Foods has a history of supporting local farmers and their “I’m a Local” campaign is an easy way for people to contribute to their local community and the economic recovery. Only products that have traveled less than a day (7 or fewer hours by car or truck) can even be considered for “local” designation, and most stores have established even shorter maximum distances.

This trend goes beyond just food and beverage as well. American Express has a new “Small Business Saturday” campaign and fashion brands are following suit. Thread, curated indie design and fashion, is a local hot-spot for people in San Diego, Seattle, LA and San Francisco. At a recent show in L.A.’s Garment District, featuring mostly locally made jewelry and clothing, over 2,500 shoppers showed up.

How can your brand support the local community?

Consumers are looking for brands that help them out in some way; brands that support what they are trying to do and empathizes with them, fighting the good fight. In a time when diabetes and obesity are at all time highs, giving people a way to eat a little bit healthier and look better naked is how Greens and Proteins is showing their consumers they understand them. It also helps that they are located right next to the biggest gym in the Las Vegas (smart targeting).

Greens and Proteins is a modern, family friendly café offering all your favorite foods with a healthy twist. Health conscious but affordable, they allow you to make that one “better-for-you” decision each day. Just one good decision instead of three bad ones.

How are you showing empathy to your consumers?

Tide has been an iconic, trusted brand for 60 years. Now, the power of the brand has lent itself to a new chain of franchises and a brilliant new way for Procter & Gamble to expand the Tide name.

Tide Dry Cleaners illustrates the power of a brand and its ability to expand into new channels. Its the same Tide you’ve trusted at home now blended with the service of a neighborhood dry cleaners. Not only do they make your clothes brighter, as their website puts it, they now make your day brighter.

How can your brand promise extend in to new channels?

Consumer’s know when you’re selling them. Putting things on sale, making a direct attack on your competitor; consumers are getting tired of the same old approach and it doesn’t create a true relationship with the consumer. How can you take selling to a different level and really engage your consumer?

Instead of a typical jewelry sale, Stephen Webster created an in-store experience. With a Murder She Wrote theme Stephen Webster got people in to the store through an event with the primary purpose being engagement.

There was the appearance of foul play (a gentleman with a stiletto wound to the heart) and all sorts of clues. There were also several potential perpetrators (all attractive) that invited guests were asked to interview in order to discern who the culprit might be. It was fun, engaging and paid off the jewelry lines intent and sold quite a bit of jewelry, in that order.  The event said something about the Stephen Webster brand, it’s sense of humor and play.

What’s your brand saying at point of sale?

Krispy Kreme is of course known for their doughnuts and if I told you they sprinkled a little crack in them, you couldn’t argue with me—because they are SO delicious – well – They don’t.

They are also known for their decor which was standardized in the 1960s. Their green roof and red-glazed brick exterior are iconic but the centerpiece of each store is the large viewing window which reveals doughnuts in production.  

As consumers watch the doughnuts travel along an overhead conveyor belt, they become a part of the doughnut-making experience. It becomes more than a retail store; it becomes a destination, food theatre and an experience you can share with others. Take my word for it – even though it is an automated process, your doughnuts are fresh and amazing!

Is your business conducive to showing off? What’s your theatre?