An umbrella…on your head. It’s wearable, hands-free rain protection that makes you look absolutely unhinged, and we’re building a brand for it live. So, if you’re not singing in the rain, we have a guess as to why: YOUR UMBRELLA IS NOT A HAT.
In this episode of Can They Brand That?®, watch Semiserious tackle umbrella hat marketing: who buys these, where they wear them, and how to make a product that looks ridiculous feel aspirational. We build a full brand strategy, including naming, positioning, campaign concepts, and target audience, so you can stay out of the sun or out of the storm in style (and with your hands free for whatever life throws at you).
By the end of the fully-improvised live show, umbrella hats will seem like an outerwear staple. This episode is perfect for: novelty product marketers, festival gear brands, gift industry folks, and anyone who’s ever stood in the rain wishing their hands were free. Hosted by: Allie LeFevere and Lyndsay Rush Sanders
Timestamps:
00:00 Intro, Show Rundown, Best Friend Banter, and Discussing Today’s Branding Challenge: Can They Brand Umbrella Hats?
08:46 The Brainstorm Begins!
11:38 Building an Umbrella Hat Brand From Scratch: Discussing Target Audience and Brand Positioning, Ideating a Brand Identity, Brand Names, Taglines, Brand Voice, Messaging, Packaging Design, Visual Identity, Funny Campaigns, Stunts, Activations, Product Lines, and Marketing Strategies for Hands-free Rain Gear
37:54 Mascot O’Clock [Funny Mascot Ideas]
49:36 Funded or Done-ded [Would this idea get funded? Should someone hire us to actually brand it?]
Key Branding Ideas from This Episode:
- The perceived value of a product hinges on its brand narrative more than its intrinsic features.
- Crafting a compelling story can elevate even ordinary items to aspirational status, like turning a basic umbrella hat into a high-fashion accessory.
- Humor and cultural references in branding create an emotional anchor, making products memorable.
- Innovation in branding should focus on versatility, allowing products to be customized.
- This pliable approach transforms a simple product into a platform for personalization, increasing engagement.
- Making function fashionable involves embedding utility into aspirational storytelling.
- Positioning a product as “high-end” requires reframing its utility as a lifestyle choice.
- Effective branding can reframe a commodity as an experience or status symbol, thus opening new market space.
- The distinction between product functionality and cultural symbolism is critical.
- Market entry can be facilitated by targeting specific lifestyles, highlighting practical benefits like hands-free convenience to encourage adoption in niche segments.
Semiserious is a female-founded humor branding agency for CPG brands. Their sweet spot is working with founder-led or venture-backed DTC startups to build brands using comedy as a core strategy to help brands stand out in a crowded market. Their roster includes industry darlings like Clif Bar, Native, Blue Bunny, Waterboy, Pie, Argent, JOI, ABC Fine Wine & Spirits, Yogi Tea, Choice Organics, GEN Z, The University of Chicago, Alleyoop, Better Than Booze, Backwoods, Bad Rabbit, U Suck at Golf, Hobbyist, and the Dallas Cowboys, but they would never brag about it in their bio. This funny branding agency has offices in Chicago and Nashville, but works with clients globally.
Say hi or snoop around:
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🌐 Work with Semiserious: https://semiseriousagency.com/
ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to bring some much-needed levity into the world where we can.
#UmbrellaBranding #NoveltyMarketing #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing
