3 is a magic number

I've always been charmed by the number 3. Maybe it's because I'm an only child, but 3 always felt right. Even Wikipedia says "The rule of three is a principle in English writing that suggests that things that come in threes are inherently funnier, more satisfying, or more effective than other numbers of things."

Today I received a mailer from Barney's featuring 3 simple words: Taste. Luxury. Humor. If your credit card has ever gotten you in trouble in this retail mecca, you'll know that, combined, they create a unique and irresistible combination that the store seems to have an uncanny knack for delivering on.

Lately teams I've been working with have gravitated to a simple, but seemingly effective, tool to help shape their brand. I'm sure I didn't invent it, so I'm happy to give credit to whoever did. It's called a triangle.

Triangles possess a unique force – the ability to pull in 3 opposing directions at the same time. We can use that dynamic to shape complex but holistic brand filters that challenge us to come up with innovative and unexpected combinations.

So if you plotted 3 similar attributes, the triangle would be cute, but small.

But map 3 attributes that individually are dissimilar, and the triangle grows larger – creating tension – and covering wider territory than the other. Plus, this triangle is way more interesting.

If Barney's had chose Taste, Luxury and Style, they'd feel like any high-end retailer. But put Humor in that last place and it game-changes the whole effect – forging a distinctive brand that puts a fun spin on a precious, expensive, coveted shopping experience. And gets your Amex in hot water.

What are your brand's "Magic 3"?