Last week I was in an elegant, Italian restaurant in Jeddah, Saudi with my speaking colleague, Dr. Jim Balasco. Every inch of the place was opulent, sophisticated and refined. The food presentation was a master piece and the flavors were beyond my highest expectations.

Shortly after the food arrived, the waiter returned with a gigantic pepper mill. The largest one I’ve ever seen. It was very over the top, unexpected and fun. A small touch of hugeness, an element of solid magnitude and a story that I’ve shared with at least 20 people since that night.

Years ago, I first discovered a company that specializes in big stuff. And I’m happy to report they are still delivering big stuff and their offering has gotten much bigger.

There’s a lot to be said about big things. Remember Tom Hanks in the movie big, how could you forget it. It was a bit hit.

Big stuff some is more stick-to-your-memory than small items. Sometimes big reflects a persona of confidence, sometimes even a mammoth kind of goofiness, but it’s always a memorable image.

Is there anything you can pump up in size in your brand experience? Consider these applications to increase your big brand memory effect.

1) What about when you mail a prospect and it’s packaged in a very big way?
2) Or something that you display at a trade show booth that really stands out from all the boring exhibits?
3) Why not something big in your retail shop that people want to be photographed next to?
4) What about a PR photo visual that is really super-sized? Tie in a holiday and create something enormous and then break a Guninness world record too. Like Charlie Sheen has done. To date he has earned being the highest paid actor for a sitcom, attracted the most twitter followers in faster time and I suppose biggest pathetic guy.

For more on branding, view: Brand makeovers can add new life to a business.

Friday evening I went to the opera in St. Petersburg, Florida at The Palladium. The Palladium is a gem, full of charm and historic architecture. The theater was built in 1925 as a church and later transformed into a community performing arts venue now run by the St. Petersburg College.

The opera was Verdi Rigoletto, a story of love, passion, betrayal, revenge and tragedy.

I love opera. It’s so intense. The majestic voices, the opulent costumes, the suspenseful drama, the entire experience is artistic and emotional.

The Palladium, compared to other rooms I’ve been to, is very small for an opera. Yet the characters and the behind the scenes team delivered the same incredible rush of entertainment value as the big opera houses in New York, London and Houston.

The evening and performance exceeded my expectations by 10 fold.  The cast and orchestra had the talent which is certainly vital part of the experience, but supporting their theater and musical skills was a well executed package of equally as dramatic and very scaled-up visual components.

Scaled-up is important strategy beyond an operatic performance. It applies to brands, our stories and the experience we all deliver to our buyers.

Here’s how the production of Rigoletto did it, creating a moving, memorable experience that will be treasured for a long time with the audience.

• They used the full space (left to right, top to bottom) to project massive black and white images behind the stage. They were big and bold and transformed the mood of the room instantly.
• The costumes were also scaled-up, exaggerated and all toned in a consistent palate of black and white with a splash of subliminal blood red preceding the tragic ending.
• The scenery was also scaled-up, over-sized and poignant. And of course, the volume and magnitude of their voices was thundering even in the most peaceful scenes.

Think about how you can scale-up some elements in your experience to make a grander impact and more lasting memories. These ideas can work in office lobbies, retail and hospitality businesses.

1) Enlarge your wall graphic communications.
Dinky art or framed publicity on big walls, often says small potato. Big impressions can imply confidence and that success lives here.

2) Add a high tech aspect to your messaging.
Projected images can be applied to entry ways, ceiling and floors. Incorporating technology can say innovation, creative thinkers, that’s us.

3) Introduce props to an environment and showcase them.
An over-sized product model, a character or even your logo – as a dimensional item can be a powerful aspect of the experience.

4) Garb your team with a strategic uniform or dress code.
Apple computer’s retail staffers all have a common look, that says: hip and creative, to a cosmetic company that sports hot pink lab coats to project a scientific/fashion image, to the Geek Squad’s special agent cool, nerd attire.

What’s your next act?

For more up-scale elements, view: The 5th element to a successful marketing mix.

This past weekend I journeyed to the Windy City of Chicago. A little business and a lot of fun produced these inspirational ideas and a couple revelations too.

I was in Chicago to meet with a client that I’m building a new website for and to get a big city fix of culinary, cultural and entertainment experiences.

I arrived Friday night. Flew on Continental with my One Pass miles, first class, love that reward stuff! My flight was nice until we were about to land and I realized I forgot my cell phone in Tampa (Revelation #1 – forgetting your cell phone totally sucks). I was mad at me for being an airhead and also I was a little freaked out, because without a cell phone in our modern world, you are very disconnected, pay phones are in the same museum as dinosaurs.  And since I don’t know how to send smoke signals and I needed to let my driver know I had arrived, it was time to bum a phone from a fellow traveler. Fortunately a kind man helped me out. I buzzed Diva Limo (that really is their name), I’m here.

Just as I gave him back his phone and he jumped in his car, it hit me, I didn’t tell them where I was. Damn, I need a freakin phone. This was bad, stress full throttle. We are all so dependent to our gadgets. This will teach me, travel item check lists are not that goofy. So I flag down another kind man, may I please use your phone for a quick call?

Headed to downtown. The traffic volume is on steroids. It takes almost two hours to get to my hotel. I finally get there, what a great city!

Here are my trip highlights and inspiration (in no special order).

1) Visual details count.
Downtown Chicago is beautifully landscaped and clean. This visual detail adds to the world class experience of the destination and Chicago’s brand.

2) Distinction can be leveraged in any industry and segment.
98% of all Sushi restaurants look and feel the same, that was until I experienced Friends Sushi. This quaint neighborhood spot takes sushi to a new place. Imagine a retro, hip lounge with white vinyl furniture happy, cheery atmosphere. That is Friends Sushi. Not only was the food awesome, the staff way friendly, but the overall experience very memorable. Their name, logo and all touch points were delightful.

3) Slick and professional is not always the answer.
We went to Second City for our fix of comedy and improv and on the way stumbled upon a retail gem called The Spice House
Old-fashioned with a sensory-explosion, this spice boutique has been serving up flavor in small bottles for over 51 years. Nothing is fancy and that makes it so cool. And there is not shortage of human interaction and experience. You can taste, mix, blend and talk to hard-core spice experts. The authentic, no slick approach to this brand is simply irresistible.

4) Methaphors are so powerful.
Sunday I hung out in the Wicker Park area. This funky, artsy pocket of interesting businesses is worth checking out. Piece Brewery and Pizzeria is another amazing little find. This neighborhood dinner combines pizza and brew, sports and a united spirit of casual and calm. The name Piece, certainly applies to the slice you get of New- Haven style thin crust pizza, but the logo has a much bigger story of peace. Beyond the signage, all of their merchandise is branded with a brilliant graphic mark (piece of pizza) and a very nice Karma-enriching symbol of peace. I even felt nicer when I walked by the place.

5) Packaging is a compelling story teller.
Just when I thought I’ve seen every which way you can spin soap, I discovered Mojo Spa. Mojo Spa began with one woman’s quest for the perfect lip balm. Amanda Kezios, a personal chef turned beauty product inno-vator, made use of her talents in the kitchen to concoct a unique & natural lip balm that could cure her dry chapped lips. Mojo Spa creates over 200 bath & beauty products inspired by comfort foods & nostalgic treats. Their products utilize natural food ingredients, aromatherapy blends, positive affirmations, healing crystals & sound therapy. All our products continue to remain handcrafted, in small batches, with lots of care & attention to ensure quality & freshness. From the tastefully inviting window display to the culinary packaging of beauty potions as cupcakes and other goodies, this place delivers on their promise, where beauty meets comfort.

(Revelation #2) - Brand equity is a forgiving force.
I’m a loyal fan of Starwood properties. I patronize all of their brands and have never had a disappointing experience, until this trip to Chicago. We stayed at the Westin downtown. From the moment I stepped in the lobby it felt stressful and rushed. I’ve stayed at the Westin in Times Square and never quit felt this vibe, maybe it was just a crazy week. The staff all seemed to be on a high dose of grumpy pills too, except for Lorenzo the doorman. He shared with me that he had been working at that location for 47 years. Wow. I can see why, he was a stellar brand asset, kind, friendly, with a no rush attitude, made you feel like a movie star, until you had to ask the concierge a question, not so nice. I understand sometimes life does interfere with delivering on your brand promise “Relax here” and  like I said, I’m a loyal Starwood customer, so I forgive them and will not harbor this bad experience, in fact I’ve already erased it from my mind and will be booking another Starwood property soon. Had this been a brand I didn’t have this relationship with, I would have surely kicked them under the bus for good.

Happy branding! Till next time.

Victoria’s Secret sure hopes so. Because they spend big bucks on those branded bags.

This morning FOX TV invited me to share my views on “The Branded Bag Effect”, Is there one? Do consumers even think about which bag they carry and which one they dump?

That depends on who you ask. Some studies show there are two kinds of consumers who carry bags.  Specifically, people are either “entity theorists” or “incremental theorists.” Entity theorists believe no action of their own can change who they are. They know their failings and their limitations. Incremental theorists see no limits to what they might accomplish, see no end to how they might improve themselves.

So you’d think the later were the big buddies with their bags. Turns out both believed in external helpers.

This is where a branded bag becomes part of the carrier identity, like an outside branding agent, a persona accessory.

The study, to be published in December, is the work of Deborah Roedder John, a professor of marketing at the University of Minnesota’s Carlson School of Management. In one of four experiments, John and a colleague approached 85 women in a mall, asked them to fill out a survey — embedded in which were questions about their self-perception — then gave the women one of two shopping bags to walk around with for an hour. One of the bags was from Victoria’s Secret. The women in that group reported to the researchers that they felt more sensual and glamorous simply for the carrying.

Brands can influence people in other ways as well. The study also notes the curious case of some M.B.A. students asked to take notes for six weeks using a pen embossed with the MIT logo. Those who did reported feeling smarter at the end of the term.

No big surprise, a couple of years Apple computer studied the brain and prior to exposing the research candidates with problems to solve they were shown Apple products and image. Those folks scored higher as they believed they were more creative.

So what does this mean for your brand? Watch the video

Packaging is an important touch point for many brands. It not only further tells your story (brand personality) by your choice of graphics, style of bag, materials used etc., but it can serve as a strong emotional connection to the shopper’s core values. And if the consumer is proud to be associated with your brand, it’s a transportable billboard too. And you can’t beat that.

And remember packaging and bags are not limited to fashion brands, they can also be a great point of distinction for a restaurant’s to-go food packaging,  a dentist’s toothbrush pouch or a consulting firm’s proposal wrap. And reusable  and recycled bags can also earn you points for the save the planet movement too.