These Brands Are Making Customer Their Boss

Reading time: 3 mins.

Generating excitement around your product can happen in many different ways, and it doesn’t have to cost any extra money. But it always involves looking at the status quo from a new perspective.

With the way marketing and culture have shifted, customers no longer want to just observe their favorite brands from a distance - they want an exclusive invitation to join you at the house. One way to achieve this is by inviting your customers to co-create products with the brand. Not only does this strategy bring the brand to the center of conversation, but it also seems like a no-brainer: if your customer can tell you exactly what they want, why not give it to them instead of guessing?

Yet, many brands are often so protective of their status and exclusivity that this idea seems crazy to them.

However, some companies are already implementing this approach successfully. Take, for example, the social media-native beauty brand KIKI World. They allow their community to vote on the future of every product the brand releases. Additionally, they integrate NFC chips into each product and reward users every time the product is used, not just purchased. One clear benefit for the brand is that they gain data for more accurate stock predictions. They also benefit from word-of-mouth marketing by giving their customers something special to talk about.

Another example is the company Rook Perfumes, which created NFTs that served as tokens for a private group to co-create a new perfume for the brand called “The Scent of the Metaverse.”

In my interactions with many founders, I often notice disappointment: Meta gets blamed for low engagement on social media, and editors are blamed for being gatekeepers that hinder smaller brands from reaching a wider audience.

The reality is, if you want people to talk about you, you need to be interesting. Fortunately, being creative and exploring beyond your niche not only helps bring excitement to your brand but is also enjoyable for the creators!

Actionable Tip of the Week: Conduct a brainstorming session with your team and think of the most crazy and out-of-the-box ideas for your products and marketing. Consider each idea with an open heart and challenge yourself to try out at least one new thing this season.

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