ist Magazine April 2022

Feature

Empower Your Brand with Enchantment 6 Characteristics of an Enchanted Brand By Jane Cavalier Lucas W hen people face a world that is too complex to understand, constantly changing in unex-

desires (out of enchantment). This personal, creative decision making is what makes an Enchanted Brand compelling. People are sparked to imagine something they desire – their own personal view of it. They lean in to buying the branded product as a way to pursue that dream, because the brand is part of the source code and linked to achieving it. On a foundational level, the Enchanted Brand possesses these six characteristics: 1. Intention Has a clear, relevant point to make. The Enchanted Brand has an emotional and practical outcome it aims to achieve in the life of everyone who touches it. It should inspire specific thinking

pected ways and unclear, they put up barri- ers of distrust and caution. This environ- ment creates debilitating distress, and most people don’t have the tools or training to deal with it. This affects decision making and can lead to irrational choices driven by fear. Sound familiar? From the Cancel Culture to the mass resignation today, people are acting in ways never anticipat- ed. In ancient times, people created myths to explain what they could not understand and the rise in conspiracy theories today is not much different. As people scramble to find ways of coping in the VUCA (volatile, uncertain, complex, ambiguous) world, the Enchanted Brand offers a positive path (inspiring thinking that transcends reality) with tangible tools (the branded product/ service), so people activate to carve their own rewarding path forward. Enchanted Brands are the next para- digm in branding to help organizations thrive in a VUCA world. These are brands that serve people rather than sell goods, and in doing so forge a strong, trusted partnership. Rather than tell people how to think and feel, these brands inspire new thinking by stimulating the imagination. Instead of prescribing, they open choices and empower people to create their own

and action, and help people overcome the challenges of a VUCA world. It should stand for an idea

with a high level of meaning. Chanel is an Enchanted Brand that wants you to experience the thrill of divine, feminine beauty so you can cultivate your own version of it. No matter what happens in the world or in your day, you can always have this gift in your life. 

Jorm S / stock.adobe.com

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