“If it ain’t broke, don’t fix it = it’s broken because I’m ignoring it”

Imagine if your business model operated in the same way since 2007 (pre-new economy). Would you be in business right now?

Today’s world marketplace and its consumers change habits so drastically and so often that it’s increasingly important to keep innovation at the core of your business. Don’t fear the market. Innovate for it.

Take a new leap into the future by making an investment into innovation, which allows businesses to entice new consumers while keeping their loyal customers engaged with new products or entry points and increase long term brand culture.

Innovation means keeping a brand current and fresh. The value of innovation to a business lies in the true understanding of how your brand relates to your consumers. By changing the way you see your business and examining (innovating) your brand, you can stay in pulse with shifting markets.

One of our most recent projects, the Miami Culinary Institute, is a shining example of true innovation. The school's motto of Food Culture Innovation is exemplified through their approach in teaching sustainable cooking techniques, environmentally conscious facilities and their own organic garden. Through an innovative approach, Miami Culinary Institute has cemented its position in the market to reflect a more environmentally conscious institution, while at the same time acquiring new followers.

If implemented correctly and with a well thought-out strategy, your business can use the innovations available in the market to your advantage and produce the type of products and services that will hold a special place in consumers’ hearts.

For help creating powerful brand strategies, contact mok2. To execute innovative implementations of products and services, call or visit Cre8tiv Juice Group.

Mauricio Giammattei is the Chief Innovation Officer at Cre8tiv Juice Group; characterizes himself as a serial entrepreneur with a strong passion for his visions. Many times, that sense of vision gets ahead of him, and he has to build the concept to support his big picture ideas. These forces have been intertwining over the course of his 25+ years in building brands for blue chip companies like Coca-Cola, Exxon LTN, the Mayo Clinic, the Museum for Contemporary Art and more. This experience manifested itself into his branding firm Cre8tiv Juice Group, which he started with Kevin Kelsick in 1996. His most recent endeavors include MoK2, a sustainable brand strategy firm; Opt2Go, a greenhouse gas exchange; and EcoArt South Florida, a non-profit organization devoted to promoting ecological art and artists in South Florida. Mauricio’s plethora of roles includes partner, chief operating officer, manager, account executive, chairman, salesman, cheerleader, creator and therapist. In short: a brander.

Link: http://cre8tivjuice.com

Regardless of whether or not marketers actively mold and position their brand, customers have an opinion of it.

Every touch point a consumer is exposed to – the website, ads, customer service, etc. – plays a part in shaping the brand for them. If their brand is muddled, disjointed or passively communicated, consumers will take the leadership to step in and define it.

Take the case of a retail store that promotes its great service for instance. If consumers are met by disinterested or disgruntled employees that don’t follow the brand’s promises, consumers will identify the brand through their experience with it. “Says one thing and does another.” Thus, we have a runaway brand with control in the hands of the consumer. Not the marketer.

Successful brands are able to retain a certain level control in a spectrum of mediums. Every touch point for these brands delivers strategic, consistent messaging to the consumer. While they encourage consumer to engage and interact with the brand, they do not allow consumers to create the brand perception for themselves.

However, in a world where brands – and discussions about them – are moving into new and seemingly endless media, marketers cannot keep total control of their brands. Nowhere is this more visible than social networks. New Facebook pages and Twitter profiles are created every day – make that every minute. It is inevitable for unofficial, user profiles to spread negative messaging about a brand. In this case, marketers must learn to counteract these effects.

Engaging consumers and encouraging interaction on these channels redirects their attention to the proper source. In the process, it positions a brand as transparent, savvy and connected with its audience.

For more information on how we can help lead your brand, please contact us at info@cre8tivjuice.com.

With holiday shopping in full swing, consumers looking for that perfect gift are more likely to splurge on items that are recognizable values and bargains.

For instance, this year’s Black Friday shoppers purchasing HDTV’s sought out the deeply discounted models while passing on higher quality models that presented less of a bargain. Such a mentality is a by-product of the slowly rebounding economy.

To take advantage of this trend, Cre8tiv Juice Group has helped some of its clients to develop new product offerings: discounted/clearance derivatives of their brand.

“You need to offer consumers a way to access your brand through value offerings,” said Mauricio Giammattei, partner at Cre8tiv Juice Group. “You’ll grow your consumer base and keep current customers loyal, even in though economic times.”

Two such Miami-based clients of Cre8tiv Juice that are implementing this strategy are Opustone, a stone importer and distributor, and MIYO Home, an exotic furniture retailer.

Opustone’s offering, Value Vault, features small lots and discontinued items at discounted prices, all available as “cash and carry.” The space, which is located across the street from their main showroom, is targeted toward bargain-minded shoppers and weekend warriors looking to complete a small project.

Meanwhile, MIYO Home has just launched their Clearance Center, offering consumers last season’s must-haves at discounted prices. The selection includes outdoor furniture, sofas, love seats and more. The Clearance Center targets shoppers who are smart about value but still seek style when choosing their home décor.

It’s a “win-win” from a branding standpoint. The new offerings expand the consumer base, provide current customers a new option and allow the parent brand to retain its brand equity and value.

To find out more about these two Miami retailers, visit miyohome.com and opustone.com.