Let’s face it, being uncool sucks. Cool?
Brands around the world invest billions of dollars in advertising to appear (and stay) “cool” to their customers—but is this necessary? We live in an age where being “cool” relies just as much on massive advertising campaigns as it does on brand ambassadors and social influencers. So what really makes a company stand out over their competition? When the market is flooded with brands or product that are similar in function or purpose, how does one get deemed cool over the rest?
Is this cool factor worth seeking out for your own product or branding strategy? We all know that not having a cool factor sucks so let’s take a closer look at what it all means.
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In on the Joke
Sometimes social currency comes in the form of being “in on the joke”. The latest example of this is the fidget spinner. Originally adopted by online creators as an ironic form of entertainment, the fidget spinner exploded in popularity, even inspiring pornography spin-offs. People like feeling in on something that the general population is not. However, as trends expand, even those who don’t “get it” end up falling for trending products, further increasing the item or brand’s reach.
The Forbidden Factor
It’s the golden rule of human psychology: we want what we can’t have. There is something fun, thrilling and sexy about rebelling against societal expectations. This is why cigarettes sell so well even if the health risks are understood far and wide. It’s “cool” to shirk traditional society, and where better to make your rebellious nature known than on social media? We’ve all seen the artsy photographs of hands holding cigarettes or mouths exhaling dreamy-looking smoke streams. These products don’t need a fancy commercial, they have their customer’s loyalty spreading the word on their behalf.
In Demand
If a product is rare, it becomes infinitely more popular. Take Nintendo’s infamous strategy of purposefully creating product shortages. The Nintendo Wii was all anyone could talk about when it released in November 2006, particularly because no one could find one. And they’ve done it again with the Nintendo Switch (though unintentionally, they say) and have admitted a limited run for the upcoming SNES Classic Mini. Nintendo has a dual strategy here, too: besides keeping their products in demand, they also are tapping into consumers’ sense of nostalgia, as NES and SNES Classic Minis are based on their traditional counterparts from decades passed.
Sassy Social Marketing
Plenty of companies have gained infamy for the way they deal with online trolls or critics. Some have made a mark through bold political statements or comedy. While this daring strategy doesn’t work for every brand, it can really boost the visibility and cool status for some. Take, for instance, Charmin’s sassy tweets. One wouldn’t think a toilet paper company could up their cool factor online, but with some tongue-in-cheek tweets and their funny #tweetfromtheseat hashtag, they may be onto something their TP competitors are not. The non-traditional approach to public relations appeals to consumers, who see it as more real than playing-it-safe marketing babble—which is one more reason why a .SUCKS domain can be the effective marketing tool your brand is missing.
The Takeaway
The cool factor can be hard to nail. Often times it involves a combination of smart marketing strategies, awareness of current and ever-changing trends, creativity and more than a little risk. If you can harness the power of the cool factor you can save tens or hundreds of thousands on traditional advertising, all while forming a special bond with your customers that may even make them willing and wanting to spread the word about you and your brand.
If you’re looking to up your cool factor, a .SUCKS domain can help you to creatively market your brand or product. Reach your audience in new ways with a custom .SUCKS domain.
Photos: Shutterstock / wavebreakmedia, Shutterstock / Gemma Ferrando , Shutterstock / Hadrian.
