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We All Scream for Ice Cream

August 21, 2009

You've heard it from me before. If you want to rise above the clutter of all the other companies out there that are providing similar products or services such as those that you offer, you have to be different. You have to be unique.

Seth Godin states it succinctly in his book Purple Cow, you have to be remarkable.

While it is not easy to always think of new and remarkable ways to stand out from the crowd, when you do find the magic formula, people will talk about you. At the end of the day, your product has to be great if people are going to continue to want it, but to start with, you definitely want to create a buzz-worthy story around the brand.

Which leads us to a company that "gets it". Today we talk about ice cream.

Ice cream has been around for ages. There is cheap, boring ice cream on the market. There are premium products on the market rich in taste and texture. There are super-premium products available that cost a significant amount of money for each delicious scoop, and are available in exotic flavors. And for awhile, we were all excited by the funky flavors and names offered by Ben & Jerry's, but now that they are owned by a soap company, the brand has lost a bit of its luster. But if you are looking for excitement in your ice cream, we've got the brand for you.

N121161622737_9495 Start with whip-yielding dominatrices. (Please don't ask me why I know what the plural form of dominatrix is.) Add slogans like "God Save the Cream". Place the retail store in one of the largest high-end retail locations in London, Selfridges. Finally, feature a male-targeted ice cream cocktail named The Sex Pistol, which is laden with Viagra and Absinthe ice cream, served in a pink water pistol that is ready to be... well, you get the picture, right? Welcome to the world of The ICECREAMISTS!

It's ice cream gone bad boy. It's ice cream theater. It's a way of taking a product that is available at every gas station, every convenience store, every supermarket, every McDonald's, and then executing it in a remarkable way to make certain that the brand rises above the clutter. (There are so many double entendres that lend themselves to this story, I have decided to crack the whip and force myself to stay away from this cheap humor).

Spend some time on their website. (Warning! It is a bit loud if you are looking at it while at work). I've also included a teaser video as to how their Selfridges store will look. The video is short, so it won't dominate (sorry) too much of your time.

When visiting their site, and reading about how they position their offering, think of the things that you might be abe to do to really create some uniqueness in the way your product, your service, your company, or for that matter, you are presented to your prospects or your customers. While we aren't suggesting you don a dog collar and stilettos (not that there's anything wrong with it), there are other ways in which you can become remarkable!

As for the Ice Creamists...you have to love the fun. It DOES bring a whole new meaning to whipped cream.


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