5 Lessons from a Japanese Ice Cream Company

I recently traveled to Japan with my family, thanks to All Nippon Airways. It was half business and half fun. One of the most fun things we did turned out to really help me business-wise.

We visited friends in Saitama. Our (adorable) kids played together. We enjoyed (delicious) sushi from one of those conveyor belt restaurants. And, we visited their (!!) ice cream factory. Yep. My friends own an ice cream factory.

Our friends were just being kind, giving us the tour of their family company. (I made the mistake of describing the Ben & Jerry's experience in Vermont...and within minutes they had packed us into the car to give us their own tour.) Indeed, it was super fun and super impressive. (Owning an ice cream factory is now on my bucket list!) What surprised me most? The lessons I gleaned for everyday business.

1. Fun. The first thing you notice about Gari Gari Kun is that its no normal ice pop. The packaging is bold. Everything about this product is shouting--from the colors to the flavors to the factory to the character itself. It is super, super spirited. In Japanese, with my Kansai-ben, you might say "Me-cha genki desu-ne!" People want to be part of fun brands. Notice I said "part of" not simply "consume." This ice pop isn't just something you eat; it’s something that makes you feel happy and smile. I dare you to rip open a bright blue, soda flavored, cold popsicle...and be sad. Not gonna happen.

Is your company projecting consistent brand emotion at every turn? Maybe your brand isn't happiness--maybe its hope or luxury or something else-whatever that feeling is, do you do it consistently and sell that feeling, instead of just your product or service?

2. Scarcity. One of the things that makes Gari Gari Kun so awesome is that the flavors are all limited edition. So, when they did the spaghetti flavored ice pop, it was only around for a short period of time. You had to act fast if you wanted one! Time limits encourage purchasing.

Does your company have a consistent genuine "get it now while it lasts" philosophy? Do people feel lucky to consume you?

3. Collectibles. One-time-only products also make them special, worth cherishing. As I searched online, people post pictures of the Gari Gari Kun wrappers--similar to how people collect stamps, Beanie Babies or Pez dispensers. Wow. If your brand can inspire this kind of fandom, you are winning!

Does your company have a suite of products or services that you seamlessly upsell over time? Whats the next thing your customer is supposed to do--and will she cherish that and consider it a collection of experiences?

4. Symbols. That Gari manga face with the big open mouth and crazy hair is plastered on every ice pop and ice cream. It’s also on hats, bath soap, school notebooks, and toys. It’s one thing to plaster your logo on a bunch of mugs and give them as holidays gifts to your vendors. It’s a whole other thing when your brand is so strong that it can be on an entire universe of products...and not dilute the core product. Hello Kitty does this beautifully as well. Yes, another iconic Japanese brand. I've got HK roller skates, toilet paper, duct tape, pasta, and a maj jong set. (Ok. And about 50 other things. I'm sort of a collector...) Kitty is a symbol, its shorthand for a set of feelings.

Does your company have a visual representation that is consistently applied? I don't mean a logo, I mean a symbol of a feeling, something that people want to wear on a t-shirt and turn into a stuffed animal. What an incredible way to create brand loyalty and affinity!

5. Surprise! Normally, when you finish a popsicle, you are bummed. Its just over. Gari Gari Kun has a secret message on the wooden stick. So it is exciting to slurp that last bit and discover the message! This is brilliant. It shows a real understanding and love for the consumer. And its just so fun and cheeky!

Does your company offer delight? Do you use the back of receipts and the shopping bag and the office pen--to show love for your customer?

Fortunately for me, I had a 12 hour flight home (in a very comfy ANA flat bed) to think about how my company could be doing all of these things better. And I wrote those notes in one of the Gari Gari Kun notepads my Japanese friends had kindly gifted us.

#ANAByDesign #FlightConnections