Sal DeFilippo - How ‘Movember’ created a brand that works

The idea behind Movember is simple, and admirable: Raising awareness to men’s health issues, in much the same way that October does for breast cancer.

Both are important issues, and noble causes to support. But there’s one very discernible difference between the way people perceive the two months: BRANDING.

Movember has quickly become much more than just a cute mash-up of “mustache” and “November.” Men are growing out mustaches in a groundswell of of support, and some women even take pix with fake mustaches to support the effort as “Mo Sistas” (Check out us.movember.com for more).

Does growing a mustache in any way symbolize prostate cancer? Of course not. It works because people care about the cause and can have fun supporting it.

Branding is beyond crucial – it’s the No. 1 most important thing you can do to distinguish yourself from your competition. As a business coach, I can’t stress it enough. It’s the difference between being just another business and being the one that people know.

If you don’t think something as simple as growing facial hair can create a successful brand, just ask the guys from Duck Dynasty. (Side note: I wonder how they support Movember?

Anyway, whether you think it’s clever or corny, here’s one thing that’s a certainty: Movember works. If Nancy Reagan were alive today, she’d no doubt be filming commercials saying, “Just Say Mo.”

But November isn’t the only month of the year vulnerable to a cute mash-up, so here are a few fun months I’d like to see fill up the calendar.

Tanuary: People spray tan instead to raise awareness for skin-cancer. Sure, it’s cold in most places, but that’s the beauty of it. Selfies of spray-tanned people playing in snow would be all the rage.

Webruary: The fight against Internet cyber-bullying. Or, we just can devote the entire month to trying to fix the Affordable Care Act website.

Shapril: National exercising month! Encourage fitness centers to offer free trials to help people get in shape.

Smogust: A no-brainer in L.A., but good for everywhere. Improve air quality. Ride a bike to work. Or take public transportation. Or buy a horse. Whatever works for you.

Sextember: Kinda surprised this one doesn’t already exist in some form. Promote abstinence, prevent sexting. If this is too controversial (I’ll admit, people could go a little overboard with the selfies), maybe Sleptember, where we preach the importance of getting enough rest instead of relying on coffee and 5-Hour Energy to stay awake.

Doctober: Go to the doc and get checked! Fits right in with breast cancer month. Or, if we really want men to get behind the effort, just rename the month Racktober. Offensive? Maybe. But don’t tell me it wouldn’t work. Especially during Movember.

Keycember: When you arrive at the holiday party, hand over the keys. Promote carpooling, designated drivers. Force people to pass a test to get their keys back.

I’m sure you have some ideas of your own. Feel free to share them with me on Facebook and Twitter. Who knows, maybe you can create a monthlong theme that fits naturally with your entrepreneurial endeavors and make it YOUR month.

If Movember can take off like it has, why can’t you do the same? I’m ready to help, anytime. Connect with me at amyapplebaum.com.

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