SUPERCHARGING TECH BRANDING WITH A SIDE OF FUN

Caste Study (EN)

SCAMPER: Supercharging Tech Branding With a Side of Fun

Client: Global big (Interactive) Display Brand

Project: Brand Strategy for the Interactive B2B market in Europe

Intention: They were already doing well within the TV-industry but their brand wasn’t breaking through in interactive screens and LED panels. Essentially, they needed help reimagining their offerings to better serve new industries (like education and office suppliers), stand out, and become a brand that sparks excitement and innovation across multiple sectors.

In short:

  • Enhanced strategy: This brand strategy sessions helped the brand to reimagine products and services, making them more versatile and relevant.
  • Combination drives innovation: Merging different ideas or features can create unique solutions and elevate the overall experience.
  • Adjusting existing offerings for new audiences or markets unlocked new growth opportunities.
  • Streamlining processes or eliminating unnecessary elements improved usability and customer satisfaction.

It’s not just a method; it’s a brand strategist’s secret weapon!

Let’s talk about how I used this seven-step powerhouse to help them shift gears from “just another screen company” to the must-have tech for boardrooms, classrooms, stadiums and huddle spaces.

 

Step 1: Substitute

S – Substitute: This prompts you to consider replacing elements or components with alternatives, potentially leading to fresh perspectives and solutions.

In our first SCAMPER pit stop, we look at how adjusting the product portfolio can shake things up. The question was: “What if we swapped out traditional display panels for interactive panels?”

Result? A brand that doesn’t just offer screens but experiences. Imagine replacing slow, glitchy or non-touch-screens with slick, responsive surfaces that interact with the day to day jobs the team needs to do or the audience needs to see.

Step 2: Combine

C – Combine: Encourages the fusion of different ideas, concepts, or elements to create something new and innovative.

Next up, combination! This step forces us to think, “What happens when we mash two different things together?” I thought: why not combine an interactive whiteboard with video conferencing tech?

Boom. Now, instead of fumbling with both a screen and a laptop for meetings, customers have a single, intuitive device that makes presentations and remote collaboration seamless. No more “Can you see my screen now?” Just one slick, all-in-one system. Why settle for ‘good enough’ when you can have ‘better together’?

They now teamed up with an embedded software solution and a casting solution

 

Step 3: Adapt

A – Adapt: Focuses on modifying existing ideas or concepts to suit a new context or purpose.

In this case, the brand was super focused on the TV-industry (B2C marketing to consumers) and for the B2B they left no budget nor focus to grow the interactive-industry. They did however made two pretty good (because they had the technique from the TV-industry) interactive screens. What if we took those screens to schools? Kids love tech, so why not create digital whiteboards and interactive learning screens that gamify the classroom? Google EDLA was becoming the new ‘thing’. And this brand was the first to bring it to the classrooms. Schools have budget and ‘need’ screens!

Now, this brand isn’t just a corporate tool; it’s an education game-changer. Suddenly, classrooms are filled with digital learning stations that transform the boring old blackboard or old screens without Google EDLA interaction into a touchable, visual learning experience.

Step 4: Modify

M – Modify: This prompts you to make alterations or adjustments to elements, potentially transforming the entire concept.

Okay, we’re halfway through, and it’s time to tweak! With Modify, we ask, “How can we change something slightly to make it drastically better?” My move here was to level up the super large LED panels with augmented reality (AR).

Let that sink in… AR-powered displays that let users interact with both the screen and their real-world surroundings. Imagine a fashion designer working on a model’s 3D digital form right next to their physical mannequin. Or architects visualizing how a building fits into a real space, all from one screen. That’s a whole new reality! Literally. This was a future idea. As the technique does not allow it for now. But hey, we sparked something here! Not all ideas can be put into practise right away. The lessons are what we prioritise after doing all this research with the SCAMPER technique.

Step 5: Put to Another Use

P – Put to Another Use: Encourages you to explore alternative applications or contexts for existing ideas or products.

Now we get to the real fun part: thinking outside the box. I asked, “What else can we use these big, beautiful LED displays for?” Could they be more than just meeting tools?

How about using them as art? With a quick shift in strategy, we started targeting galleries and retail spaces, turning their LED screens into dynamic art installations. Now they weren’t just selling technology, they were selling culture, creativity, and a whole new experience for art lovers and shoppers alike. (Because who says art has to be painted on canvas?)

Step 6: Eliminate

E – Eliminate: Involves the removal or exclusion of elements, often simplifying a concept or process.

Sometimes less is more, and the Eliminate step proves that cutting the fluff can bring clarity. What was this brands unnecessary fluff? Complex user manuals and set-up guides that require a PhD to decode. We scrapped those and created a user interface so intuitive it practically set itself up.

We still needed some-kind of manual. But we’ve put that into a q&a website. Helping the users with text, videos, demo-requests and many more.

The result? Customers no longer feel intimidated by the tech. Instead, they’re empowered by it. Less confusion = happier users = a brand that becomes known for simplicity. No more 50-page PDFs that gather dust on someone’s desktop, just plug in, swipe, and go!

Step 7: Rearrange

R – Rearrange: This prompts you to reorganize or change the layout of elements, potentially leading to new insights or solutions.

Here it’s about rethinking the way things are designed and used. So we didn’t just rearrange their interactive screens portfolio, we gave their entire online experience a facelift! Instead of the standard scroll-down webpage, we reimagined their site with an interactive, modular layout. This meant that costumers can now use a product selector that guides them to the right screen for their use.

Why SCAMPER Works? It’s Like a Creative Workout

Super effective for defining brand strategy! It forces you to think in ways you wouldn’t normally. Kind of like taking your brain to the gym for a creative workout. It gets the juices flowing, challenges assumptions, and turns problems into opportunities.

SCAMPER helped us not only to develop new product features but also reimagine what their brand could stand for. Instead of just being “the TV-screen people,” they became innovators in interactive technology for multiple markets. Their brand story expanded because we challenged ourselves to ask “what if?”

So, next time you feel stuck or need a brand refresh, just SCAMPER your way to the top. Because, let’s be real, brainstorming should never be boring.

Want me to take your brand to the next creative level and find ways you never thought of?

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