What Mini Elvis Taught Me About Branding

The 2009 Blogworld and New Media Expo was an amazing experience. From everyone I met, to listening to the Jermaine Dupri set at that Prive, I couldn’t have asked for a better time.

My greatest experience was kicking it with Mini Elvis at the Pepermill. So what does a midget dressed up as Elvis have to do with branding? Well everything!

I got a phone call from @cgawley at about 11:30PM saying that a “mini” Elvis was taking over the party. I said, “Man! I will pay good money to see that!” As I walked into the Peppermill, I was struck by the fact that it one, looked like a 70’s IHOP and two, had a club in the back. As I walked in to the club portion of the “restaurant”, I was abruptly greeted by “Mini Vegas”. This guy was larger than life itself. Despite his stature and bad English, he took over the room!

And that’s what I took away from Blogworld.

Brands, no matter how insignificant they seem to their competition or in the mind of consumers, can and must have a Mini Elvis moment.



The Rise of the Mini Elvis.
Social media has allowed the small brand to be more global, efficient and trust worthy. In the advent of this new exposure, it has become apparent that gaining influence and commanding a trust worthy presence will not only elevate your brand to star status, but it will gain increased leverage over your competition. This is a brand’s Elvis moment.

How do you create your own Mini Elvis Moment?
1-Be Generous. One the hardest things to grasp in branding, is that the people sometimes determine your brand’s success more than any campaign that you can launch. Lend your brand to the people. Allow them to remix it and kick the tires. Open up feedback channels and give them opportunities to provide insight to your brand’s performance in their daily life. That information is innovation Gold.

2-Be Credible. You don’t have to be original to be credible. You just have to be creative. Always be thinking outside the box. Don’t hide your weaknesses, but use them to your advantage. The one thing that consumers can’t stand is when someone gives off the appearance of being larger than life, all at the same time, failing miserably in the things that matter. (i.e.- AT&T-Read This)

3-Be Awesome. The opposite of awesome is fear. Plain and simple. I don’t know Mini Elvis, but I can tell you this; that night he was awesome! He commanded the party. He laughed and told jokes. And he did the best Elvis impersonation I’ve seen in a long time. Being an awesome brand is more than just doing something that makes people take notice. Awesomeness comes out of your very core. You want to know awesome, go ask Barney (How I Met Your Mother), Rhino (Bolt) and Laura Fitton (@pistachio, www.oneforty.com). Brands that step beyond what they think their boundaries are and begin to embrace the endless possibilities of their reach are the brands that build legacies. What do you want your brand to be remembered for?

Lesson: I’m not an Elvis fan, but I am a fan of Mini Elvis (or Mini Vegas as we now call him). He showed me that no matter how brands are perceived, they have the ability to stand out beyond their circumstances and their market share. They can create lasting experiences. They can teach lessons and change the lives of the very people they touch. Brands can be awesome. Brands can be Credible. And brands can, and must be, generous. To all brands-Embrace your Mini Elvis!