ist Magazine April 2022

Feature

2. Engaging Must entertain and arouse curiosity. An Enchanted Brand is designed to make people “feel good” and stimulate new thinking. If the brand doesn’t evoke posi- tive feelings, it is not an Enchanted Brand. It also challenges people so they move into imagination. This is what sparks curiosity – a strong desire to know or learn something. To that end, the brand presents something new or unfamiliar in an inviting way. The John Deer brand engages you in the fantasy of American farming, although you may have never set foot on a real working farm. 3. Enriching Stimulates the imagination and clarifies emotions. The Enchanted Brand seeks to open the aperture of life by opening the mind to new possibili- ties associated with positive emotions. Rather than fear something new, people gravitate and embrace it. The brand enriches life like a great book, poem or TV show. Many people feel enriched by the level of creativity that the Apple brand makes possible for them. Although Enchanted Brands are about fantasy, the fantasy has relevance be- cause it is based in truth. Just like great comedy. You laugh, because it is so true! The truth can be found in many places – in what people are facing or even in what the branded/product can actually do. A Range Rover can go off-road for 4,000 miles which might inspire some- one to feel the rugged adventure of it all. This truth helps validate the fantasy. 5. Aligned Attuned to anxieties and aspirations of the real world. Historically, brands have sugar-coated the world and not recog- nized the real human difficulties at work. This is why many lose relevance. The Enchanted Brand maps to enduring hu- man challenges by providing an antidote 4. Authentic Tethered to a compelling truth.

Enchanted Brands serve people rather than sell goods and in doing so forge a strong, trusted partnership.

spent on creating Enchanted Brands rather than on brands that pollute, dilute or refute our personal identities. During this time of epic change where people face the dehumanizing effects of revolu- tionizing technologies in work, life and society every day, we need to strength- en what it means to be human. The Enchanted Brands bring in the power of art, ideas that touch people in deep ways and elevate them to a higher place. This mental power is what will propel people to try and buy products, work hard, invest in the future and stay loyal.  About the Author:

to specific anxieties associated with them. The Johnson & Johnson brand provides a profound level of trust embedded in the mother-baby bond which is the essence of the brand, to alleviate the high anxiety presented by complex, risky health care solutions that require a leap of faith. 6. Enabling Promote self-confidence and personal value. The Enchanted Brand is designed to create more personal agency in the world. The purpose of the brand is to counteract the disabling effects of the VUCA world and to strengthen the sense of personal power that is being overwhelmed. This is how the Navy Seal brand helps courageous warfighters persevere in extreme VUCA circum- stances, as they are driven by high ideals that can never be compromised. Imagine if just a small fraction of the hundreds of millions of dollars spent annually on brands in our culture was

Jane Cavalier Lucas, CEO and Founder of BrightMark Consult- ing, is a nationally recognized brand strategist, board mem- ber, blogger and author of The

Enchanted Brand (Amazon). She helps organi- zations conquer a changing world with powerful brands and reputations. Recognized for creating breakout brands like Snapple and Qwest, Jane has worked with over 100 organizations including American Express, ExxonMobil and the U.S. Navy. For more info, visit brightmarkconsulting.com.

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Apri l 2022