. Misfit Island is a company that looks at different segments of the population that identify segments that have traditionally been disenfranchised, disregarded, ostracized, and objectified by brands. These brands need to do a better job empathizing with and finding ways to invite other groups into healthy conversations.
A company has a product, physical or software; maybe it's a service or experience; I call all of these offerings. Connecting or selling a brand's offerings to an individual or population group that would benefit them is profitable. Do it well, via a dialogue with the customer, and you should expect success. Do it poorly, and you could go out of business.
There's an assumption that companies have been doing this at scale with an intense pursuit. The reality is that many don't know how to accomplish this; it isn't easy. So they choose an easier path, razzle-dazzle the masses, and get what you can make. But no one really wants to leave money on the table, and if there's a share of wallet out there that can be captured, those same companies are willing to entertain the idea.
They may be risk-averse, not wanting to venture into the unknown, perhaps damaging their brand or alienating their stable of stable consumers. Embracing differences can be unpredictable. But some so many people groups don't fit the mold, the easy group. They want to spend, engage, and celebrate alongside their favorite go-tos.
So brands need to partner with the people who are willing to inform and engage and even experiment with the best approach to connect them with these niche groups. I like to think of us as happiness brokers. We help people find the happiness that brands offer, and we give brands a new group to celebrate ideas and support.
As success grows, conversation scales, and this is the most beautiful thing. It goes beyond tolerance for power messaging or confusion on how to address a people group. It's a give-and-take relationship that promotes growth in understanding and support. This is what Misfit Island is really about.
The idea of an island could mean to separate and not engage or be a part of. To a certain degree, we feel that it represents us when maintaining all the other agencies' status quo and how they market; we want to serrate ourselves from that. But on the other hand, we see this venture more along the lines of a great getaway, tourism type of experience. This is an invitation to come to relax, learn, and experience. Escape the pressure of do, do, and do.
It's a place to take your ideas, hopes, and dreams and let them play in the sun. Think of all the collective thoughts of the brain share inside your organization. Where do these ideas go that's safe with freedom. Maybe they can't find a place to do that in the constraints of your plain messages to the masses but focus on the niches and how they want to engage. We learn what they want, how they want, and why understanding. Then we help you understand and better communicate with them. Build authentic connections and transform them into what's possible. Can you feel the fresh breeze of change? Oh, that island breeze, while warming in the sun. You may have to go back to the mainland; after all, you live there, and you have family and friends to keep up with. But you'll always have a part of that experience, you would have; you'll some of it back with you. And hopefully, soon, they'll have an invite to visit you in your neighborhood.
