Funky Brands are fueled by c r e a t i v i t y. After all, it takes a great deal of imagination and thinking out of the box if you want to get noticed, stand out from the crowd and create a truly Funky Brand.
Creativity is the reason why I plan to attend the Flanders Creativity Forum on October 21st in Antwerp. Organized by the Flanders District of Creativity, an organization that promotes creativity in entrepreneurship, this year, this annual event will be dedicated to women, and their ways of being creative.
Some of the speakers who'll present at the Forum will be Randi Zuckerberg (who happens to be the sister of Mark Zuckerberg, founder of Facebook), Cristie Hefner, the former CEO of Playboy and daughter of Hugh Hefner, and Jane McGonigal, a game designer and Director of Game Research and Development at the Institute for the Future (I love the name!) in California.
This year, the event is called Creative Minds Leaving an Impact. It's inspired by "cleverness, intuition, originality and other female qualities".
After a couple of weeks of silence due to my exciting vacation in Morocco, I am back with this short post in the category of Funky Schmoozing. Right before taking off on holidays, I presented SCHMOOZY FOX and its approach towards building funky brands to an audience of web start-ups at Beta Group in Brussels (to find out more about Beta Group, see this post).
My main message to the audience was this,
"Brands do not take care of themselves."
In practical terms, it means the following:
- many start-ups, both in the online world or otherwise, may have a brilliant technology and a great business idea to kick off.
- however, they rarely think about their business development in terms of B R A N D
- which is a pity, because intuitively, pretty much everybody knows that a strong brand means more customers, repeat visits to your web site, and importantly, a profitable business.
Great brands do not happen due to pure magic and serendipity. Although it may sound paradoxical, funky brands are not only all about fun and creativity -- there's a lot of nerdy, I may say, and rigorous framework that supports their success.
Funky brands do not happen by themselves, they get the nerdy stuff such as a solid brand strategy, sorted out, and then follow the set course with dedication.
This is quite a simple message, but you'd be surprised to find out that only few companies actually think in these terms.
Here's a video interview with me that was filmed by Freshup.tv after my talk. Enjoy!
The Beta group in Brussels was set up a year and a half ago, and its mission is to provide networking opportunities for Belgium-based entrepreneurs passionate about the web. An important part of each Beta group meeting is a series of short company pitches that web start-ups present to a usually sizeable audience of investors, geeks and other web folk.
And imagine this: over the past 18 months, 68 web start-ups have presented their projects on stage, and only two of them were represented by ladies! To address the situation, Jean Derely, the group's founder, came up with the brilliant idea of dedicating one of his Beta meetings exclusively to women entrepreneurs.
It will be on March 30th, and SCHMOOZY FOX is scheduled to be on stage too, with a presentation about specifics of branding for web start-ups. Register for the Ladies on Stage event on March 30th in Brussels here and see you soon!