I was delighted to read that a brand new Uber and Lyft competitor named Juno is about to enter the highly-competitive hail-a-car industry.
What makes the news so cool is that Juno has identified an increasingly growing white space that, I believe, more and more smart marketers will grab. I call it the love zone.
Unlike Uber, which could be likened to the Donald Trump of the industry, Juno will pay its drivers fairly and will insist drivers, in turn, provide a warm and fuzzy experience for passengers. How novel.
I can almost guarantee Juno’s success. That said, I may still short their stock if Trump wins the White House.
Joy, humor, comedy, call it what you will, is a making a major impact in more and more brands’ internal and external business models and communications plans.
The reason is simple: With hate and divisiveness fast becoming the watchwords of the day, consumers of all kinds are seeking to engage with brands that can make them smile, provide a nanosecond of joy and turn an otherwise dreary existence into something more.
My colleague, Jacqueline “Jacko” Kolek and I recently penned an opinion piece on the trend we headlined, “Joy Is the New Black.”
Marketers aren’t embracing love, joy, comedy and humor because they’re being nice guys. They’re doing it to humanize their brands and engage with audiences in more authentic ways. The Kolek/Cody article lists just a few, recent examples.
But, don’t take our word for it. Check out this recent BBC.com article about major brands that are embracing comedy and humor to drive a joyous internal and external experience.
After viewing this past weekend’s horrific events at political rallies across the Midwest, it’s refreshing and, dare I say it, heartwarming, to see a start-up base its entire business model on love.
People like to quote the ancient Chinese proverb that reads, “The longest journey begins with a single step.” Here’s hoping Juno, and the other brands mentioned in today’s blog, are taking that first step towards civility.
As Churchill said after winning the battle of El Alamein in 1942, “This is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.” Let’s hope so.
And A tip o’ the cabbie’s cap to Chris “RepMan, Jr.” Cody for this idea.