Today's Power Acronym is inspired by a product that isn't paying me to write about them, we just happened to buy it and I thought it was interesting enough to share.
It also made me wonder what other products and companies are acronyms, which led me to this article that explains about how GEICO, IKEA, MAC, FIAT, LEGO, and PEZ got their names.
The Power of Acronyms are in the hands of the beholder.
Power Acronym 128: B.I.Z.
Building
Inside
Zeitgeist
The product we bought was HIYO.
Here's how they describe it:
hiyo is an organic social tonic crafted with adaptogens, nootropics, and functional botanicals to be a better-than-alcohol alternative.™ mindfully crafted with premium ingredients like ashwagandha, lion’s mane, l-theanine, lemon balm, passion flower, and ginger. each can of hiyo produces a delightful sensation that we like to call “the float.”
We tried the strawberry guava, and both felt like it delivered on "the float", a sense of relaxation and ease shortly into drinking it.
I was enthused to discover that HIYO is an acronym for "happy in your own", a feeling the brand hopes you find meaning in when making the choice to enjoy an non alcoholic craft cocktail.
After reading about all the aforementioned brands and thinking about the countless others out there, I thought it would be fun to create a Power Acronym that speaks to the business case for acronymic branding.
Building Inside Zeitgeist
Here's a refresher on the definition of zeitgeist:
"Zeitgeist" is a German term that translates to "spirit of the age" or "spirit of the times." It refers to the dominant set of ideas, beliefs, and attitudes that define and influence the culture of a specific period in history.
Every business must solve a problem for someone in order to create value and generate revenue. The innovative ideas that are made into businesses are like answers to the zeitgeist.
At one level, it's not that deep…
PEZ is candy.
LEGOs are toys.
HIYO is a drink.
But would PEZ be the iconic brand it is today without the culturally relevant dispensers?
Would LEGO delight kids and adults alike if they didn't provide models from childhood dreams to architectural world wonders?
Would HIYO be anything more than another lightly carbonated beverage if its creators didn't recognize and experience the troubles alcohol can cause and serve a culture actively looking for a healthier way to socialize?
So now the question to ask is...
What is in the zeitgeist now, and what stand are you taking within it?
What are you building inside it?
Whatever it is...
Build it on Purpose.
Make it Powerful.
Serve People.
Standin’ on B.I.Z.(ness)
Power Acronym Daily
Daily acronyms to encourage, enrich, and empower.