Doing 'different' right: 3 companies that have won big by thinking outside the box

In this economy, there has never been a better time to set your business apart from the rest. Over the next couple of weeks, I will the share insight from companies that found ways to make their customers take notice–while sticking to their values. Read on for the first three companies.

1. Odwalla: Juicing with a conscience. Odwalla’s founders started making juice with a secondhand juicer in a backyard. Their plan was to make enough profit to help fund music programs in local schools. Their juices were highly rated for taste, but their real success came with their appeal to their customers. Their marketing and advertising experts created the “Drink Tank”–a group responsible for developing and managing the Odwalla brand. In building the brand, members of the Drink Tank focused on a clear narrative, authenticity, alignment and the value of a strong corporate culture.

Essentially, they called their customers’ consciences to action. But the strength of that call to action led them to success. How strong is your call to action? Do you frequently tell your customers what you want them to do? It can be an incredible way to drive your customers and potential customers to do exactly what you want them to do.

2. Geico: Ensuring brand awareness. You know their slogan: “15 minutes could save you 15 percent or more.” You know the British gecko. You know the cute stack of money with eyeballs. And you know the oft-offended cavemen. Geico has done a remarkable job at getting your attention for their insurance products. And they’ve done it by frequently and consistently distributing their simple and somewhat annoying messages to establish brand awareness.