Did you know that Christmas is originally a concept of the Viking’s Odin god and Santa Claus in the original story doesn’t actually wear red?
Well, Coca Cola created the colour so it matches with its brand, now it can sell better, its soda watered Coke. I love this.
Welcome to brand Strategy.
Products are built in the factory but their perceptions can only be built in the mind, brand. To build a powerful brand, the concept is to create a concept and better if you can make it a mystery. I mean keep a part of the story a secret. This is because, a rule in Business strategy says “the deeper the story, the better the brand”. That’s how you create a powerful brand.
We see this every time. From ‘Illuminati’ , from the vivid pictures of heaven and hell in the Book of Revelations. to the myths of thunder gods, whether the Greeks (Thur) or the Yoruba’s (Sango). From the childhood tales of the Chinese “Dragons”, to our own “Bush Babies”. From the 1850’s invasions of Otto Von Bismarck on Prussia (territories of modern day Austria and Germany) to Nigeria’s biggest brand campaign till date, The 3 Orange Men by Mirinda
Create a brand that is deep. Welcome to the Hexavian Masterclass and the 4th of the 21 Hexavian Laws of Business, Branding.
Someone asked me a few days ago, “Eizu, how can one create a brand”…
Well, in the creation of a brand, it must satisfy these three variables.
2. Easy to identify and
But to help it become unique, keep it deep with a part unknown. Mystery creates value.
Whether life or business, engage their minds in lateral thinking and remember to keep a part unknown. Whether it’s our name “Hexavia!” or the secret formula of Coca-Cola, In branding and strategy, mystery always sells.
Like Lady Gaga’s weirdness, like the ground breaking horror video of Michael Jackson’s Thriller, like Ben Enwonwu fine art crafts in our museums or even Picasso or Da Vinci’s decoded artworks at the gallery you do not understand yet you pay so much for. Create a deep feel not totally understandable. It draws value and attention.
Have you noticed that in the bible, there was no recording of Jesus, between age 13 to 30yrs (at 13, just after he went missing and was found in the temple)?
Think about it.
Mystery sells. That’s why religion is powerful.
Understand branding, perception and strategy from a deeper perspective.
In the words of Ezra Taft Benson, “Some of the greatest battles will be fought within the silent chambers of your own soul”, use this concept to create a void, to play with the minds of others.
Don’t be an open book, like the Lauryn Hill song, “The Mystery of Iniquities”; create a part to be deciphered. In the words of the Mafia, Don Clericuzzo from The Last Don, he says,”
Sometimes silence is the loudest and most effective type of sound. Sometimes, “The Loudest guy in the room is the weakest guy”. Shhh.. Silence. mystery.
Be Deep, Be ©Hexavian.
I’ll see you at the next weekend’s Masterclass . It’s a full day intensive class on Business, Brand, Strategy and Mgt.
Limited slots available prior to the review of our fees.
Time: 9 AM to 7PM
Fee: N60, 000 per participant with discounts for early response, group/corporate reservations.
All materials, tea break and buffet will be provided by Hexavia.
Also, you graduate into the monthly Hexavian Business Club which promises a lifetime network, mentorship and support from over 500 CEOs.
For further details, contact:
Eizu Uwaoma: +234 803 520 2891
Charles Nwosu: +234 803 833 7306
Go Further Ahead!
Hexavia is a company and network of Africa’s best minds in business, brand, strategy, management and project consultancy