I wrote this blog a couple of years ago. Today it may even be more relevant as brands and businesses look for fresh ways to stand out in a busy and noisier marketplace. If you read it the first time, I've added some new ways to stand out that are worth checking out.
Odd Fish Finish First
Imagine a big glass tank loaded up with hundreds of squirmy gold fish. Pick the one you want and in seconds you’ve lost it because they all look alike. Suddenly, behind the coral tree, from within the school of many, emerges a slim, purple and orange fish. He quickly stands out from the group, his distinctiveness apparent. He swims around with a unique confidence and a bold identity, while the others just seem to fade away.
The past few weeks you have likely seen the CEO of Target trying to manage the aftermath of the massive credit card hacking scandal. Not a fun situation for any brand leader. One recent interview on CNBC caught my eye. While Gregg Steinhafel was assuring customers that the company was taking the right steps to deal with the mess, a beautiful logo-patterned, red Target vase was perched on the stage behind him. Was his intention to communicate, yes this is bad, but you can still expect great design and a style edge that the big blue retailer just can't do? Using logo marks well in non traditional touch points is a great opportunity for any brand. I read an interesting story in the Wall Street Journal about the return of wearing branded apparel. The story was titled, “The Return of the Fashion Logo”. Full story click here.
This past year, I had the privilege of working with a chemistry company called Celanese. The assignment was to re-energize a business to business brand that helps manufacturers of all kinds create innovative products. The mission was accomplished. In collaboration with a team spanning 26 countries, the company’s brand evolved into an even stronger persona; one that reflected ingenuity, creativity, forward thinking and a united spirit of over 7,000 global employees. The 12-month brand transformation centered around the core values of the organization and required serious alignment with the company’s vision, business practices, communications and the internal culture.
Here's a marketing bandwagon that is over flowing. The growth in green products is everywhere from fashion to food, to flame retardants. Society's interest and intentions in doing the right eco-thing, protecting the planet and [...]