Innovation Expert Speaker Jeremy Gutsche on Pushing Your Brand
Jaime Neely — May 14, 2013 — Business
References: jeremygutsche
Innovation expert speaker Jeremy Gutsche curates his top tips for infectious messaging and shares them with audiences of his innovation keynote speeches. One of Jeremy's most powerful messages is when he tells audiences, "Portray your product as average, and that is all it will ever be." He insists that products, brands and stories must be packaged as if they are the best in the world.
To illustrate just how important the medium and portrayal of a product is, Jeremy shares an experiment conducted that involved Joshua Bell, one of the world's best violinists in the world, playing for free in a subway stop.
"Josh Bell is quite simply one of the best violinists in the world. Accordingly, the Washington Post wanted to throw an unannounced concert. They wanted to do this in the busiest public walkway they could find, the DC Metro corridor, which more than 1,000 people pass through every hour.
The planners wanted to know how many people would stop, even for a moment, to watch him. Half? That would be roughly 500 people. Perhaps that's too many. 200? 100? Probably at least 50, right?
As it turns out, only 7 people stopped."
Because of the particular way Bell was marketed -- or wasn't marketed -- he only ended up making $35 in a whole hour. When he marketed properly -- as one of the best violinists and not some random musician in a subway -- he makes $1,000 a minute.
The story of Joshua Bell demonstrates why it is so important to portray product as the best in the world. For more insight into Jeremy's theories and concepts on infectious messaging, check out the FREE copy of his book here.
To illustrate just how important the medium and portrayal of a product is, Jeremy shares an experiment conducted that involved Joshua Bell, one of the world's best violinists in the world, playing for free in a subway stop.
"Josh Bell is quite simply one of the best violinists in the world. Accordingly, the Washington Post wanted to throw an unannounced concert. They wanted to do this in the busiest public walkway they could find, the DC Metro corridor, which more than 1,000 people pass through every hour.
The planners wanted to know how many people would stop, even for a moment, to watch him. Half? That would be roughly 500 people. Perhaps that's too many. 200? 100? Probably at least 50, right?
As it turns out, only 7 people stopped."
Because of the particular way Bell was marketed -- or wasn't marketed -- he only ended up making $35 in a whole hour. When he marketed properly -- as one of the best violinists and not some random musician in a subway -- he makes $1,000 a minute.
The story of Joshua Bell demonstrates why it is so important to portray product as the best in the world. For more insight into Jeremy's theories and concepts on infectious messaging, check out the FREE copy of his book here.
Trend Themes
1. Infectious Messaging - Disruptive innovation opportunity: Develop creative marketing strategies that captivate and engage consumers, creating a viral effect.
2. Perception Versus Reality - Disruptive innovation opportunity: Challenge preconceived notions and stereotypes by presenting products in a way that exceeds expectations and redefines industry standards.
3. The Power of Packaging - Disruptive innovation opportunity: Use innovative packaging design and branding techniques to visually communicate the superiority and uniqueness of a product.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Incorporate unconventional and captivating advertising strategies to differentiate brands in a crowded marketplace.
2. Consumer Electronics - Disruptive innovation opportunity: Leverage cutting-edge technology and sleek design to create products that surpass consumer expectations and elevate their overall experience.
3. Retail and E-commerce - Disruptive innovation opportunity: Explore innovative packaging solutions and immersive online shopping experiences to showcase products as exceptional and drive customer loyalty.
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