You‘re in a crowded market segment. You‘ve got a great product, and yet you know you need a way to make your brand stand out.

Find Out How

Imagine having a magical halo around your product that draws customers to you and away from the competition. Something that could start working now, this quarter, driving sales and gaining share.

If you had that halo, you wouldn‘t have to divert your entire spend grabbing at people‘s attention and good will with advertising. You could be creating real value for your customers with the same or even lower budgets, earning media coverage and social spread along the way.


This magical halo exists. And it‘s already helping famous brands differentiate new products and grow existing lines.

It‘s the only force that‘s ever created massive economic value.

It‘s called invention.

-Elbert Hubbard
Invention

In 5 Easy Steps

Feel Around For Holes

Just like inventing a product, inventing for brands involves finding unmet needs in the lives of your consumers. And yet, branding is qualitative; the brand itself exists in the mind and feeling of its users.

So a brand invention looks to fill previously unmet emotional needs in its users: security, nurturing, trust, connection, respect, learning, beauty, growth.

Brand inventors study how the existing product fills emotional needs and identify areas for opportunity.

Apply Sideways Brainpower

What would happen if all of the uniquely honed, lateral, creative thinking of an ad agency was instead directed at business plans?

Brand invention employs the best aspects of ad-agency style creative processes, brainstorming, and ideation to instead generate hundreds of viable ideas for “micro-startups”: market-disrupting, useful apps whose output is consumer love for a parent brand.

Perspiration

Until it‘s proven, an idea is just words. And it can‘t be proven until it‘s built.

Building a brand invention starts with the most flexible of materials: words. The words create a white paper, which describes a wireframe, which prototypes a testable experience onto which design and functionality can be applied.

Brand inventors undergo a process of successive, rapid failure to build out iterations of ideas, pushing them until they break. Revising. Adding depth. And then breaking it some more, until a minimum viable product is built and ready to disrupt.

Apply app

The best part of brand invention is that if done properly, you should end up with a novel solution for your consumers. So novel, in fact, that people won‘t be able to resist writing about it.

Brand inventions are honeypots for earned media. Each invention must be so vital to the needs of consumers that it becomes its own built-in talking point. Disruption is the kind of classic, David-and-Goliath narrative that press, blogs, and social media can‘t get enough of.

Farms, not Mines

Brand inventions are designed to last and continue long after their launch. It‘s all about being a good steward to the brand, creating solutions that leave a brand—and it‘s consumers—better off than before they existed.

Continuous upgrades and an ecosystem of fresh content keep a brand invention evergreen, offering value and growing into a product almost as vital and essential as the brand it represents.

Inventions

Blog

You don‘t have to guess at creative. Use these scorecards, and you‘ll have a simple way to gauge whether your communications will be memorable.

Free on Friday. Any of our services, free of charge. Just choose the one-hour block below that fits your schedule and let us know what you need.

Name
Company
Phone Number
Email
How can we help?
 
Scheduled time, October 14 11:00 AM

Inventors

Dan Pollmann

founder

First one in. Last one out.

Mallory Noelke

account manager

Knows stress is just a feeling, and chooses not to.

Geoff Strom

head of development

If it can be coded, he already coded it.

Toby Gerber

head of creative

Gets to the heart of a brand and gives it a bear hug. For just a little too long.

Christine Stavridis

designer / app coder / thinker

Leaves you no choice but to be awesome.

Mike Votaw

server developer / app developer

Can't be done? Oh look at that, he did it.

Phil Hayes

any type of app developer / musician

A one man barber-shop quartet that eats for two and codes for five.

Chris Prestemon

writer / strategist

Lightning in an FCC regulated container.

Vigo Mak

mobile developer

You know that awesome part? That was Vigo.

Kate Oberg

illustrator

Makes you think harder than a dog in a wedding dress.

Experience

  • image5

    Current Work

  • Anheuser Busch

    Anheuser Busch

    2014

  • Jim's Formal Wear

    Jim's Formal Wear

    2014

  • Maritz

    Maritz

    2014

  • Nestle Purina

    Nestle Purina

    2014

  • Steamboat

    Steamboat

    2014

  • WowWee

    WowWee

    2014

  • Bunge

    Bunge

    2013

  • Ronnoco

    Ronnoco

    2013

  • Supplement Superstores

    Supplement Superstores

    2013

  • Bruton Stroube

    Bruton Stroube

    2012

  • Rolling Rock

    Rolling Rock

    2012

  • Edward Jones

    Edward Jones

    2012

  • Bud Light

    Bud Light

    2012

  • Warby Parker

    Warby Parker

    2011

  • image5

    Previous Work

  • Nestle

    Nestle

    2010

  • Häagen-Dazs

    Häagen-Dazs

    2010

  • Dreyer’s

    Dreyer’s

    2010

  • Exxon Mobil

    Exxon Mobil

    2009

  • Splenda

    Splenda

    2009

  • J & J

    J & J

    2009

  • Kodak

    Kodak

    2007

  • Home Depot

    Home Depot

    2007

  • Energizer

    Energizer

    2007

  • Wagner Paint

    Wagner Paint

    2007

  • Dr. Pepper

    Dr. Pepper

    2006

  • Playstation

    Playstation

    2006

  • Lenovo

    Lenovo

    2006

  • IBM

    IBM

    2005

  • Miller Lite

    Miller Lite

    2003

  • Miller

    Miller

    2003

  • Bells

    Bells

    2003

  • Gary Fisher

    Gary Fisher

    2002

Brand Workshop

Use this interactive, quiz-style tool to get a better
grasp on what your customers are expecting of you.

Start The Questionaire
WHAT I KNOW I NEED

1. What do you do for me?

This is the first, most important question. It's the simplest "what" of your brand. If this isn't clear, people aren't going to dig any further. Narrow it down to *one* sentence. Don’t use the word “and.” Do use the word “that.”

Don't confuse this one for a mission statement! A mission statement is for you. Think of this as the plot of your web site. It's the story that all of the work should be telling.

Examples:
Apple Digital gadgets that improve your digital life.
ESPN Sports coverage that matters to you.
Nike Sporting goods that look good.

As you can see from the examples, this doesn't have to be consumer facing language. It's the simplest take away that you want people to leave with.

Our Answer

Digital services that replace advertising.

Instead of creating messaging like typical advertising would, helping brands talk at people, we create services that help brands start doing for people.

Technology has gotten to a point where you can deliver real value to users, on their phone, in their browser, or anywhere else in their life.

As you read more about our approach, you'll see how doing for people creates love for brands in ways never before possible.

 

We’d like to get to know you!
happyMedium is looking to grow our team of inventors: designers, developers, strategists and project managers. To learn about available positions CLICK HERE.