High Five to FiveFingers

If your brand doesn’t have a visual difference it is going to be very difficult to create excitement. Shock and surprise is what generates excitement. And excitement is what build's a brand. You need to stop consumers in their tracks to say “What is that?!” Sometimes a visual difference is a natural part of the product; at other times you need to exaggerate or create a difference. With Vibram FiveFingers, the difference is shocking and easy to see. It's the toes.

Experience the Focus Effect

What works in the beauty business? The same thing that works in all businesses. Own a word in the mind. Typically, a beauty brand will start out by owning a word and then get line-extended like crazy. Still the brand might remain powerful because consumers remember the past. It wasn’t the line-extensions that created a powerful brand like Dove, it was the original focus of the brand that did that job. Dove started out as “one-fourth moisturizing lotion” and is still the No.1 bar soap.

Brand Makeover for the Swift School

On The House is a team of Atlanta branding and marketing experts that donated a total of $100,000 worth of services to a local non-profit organization. The idea was to give a branding makeover to a non-profit that was doing great work, but was not reaching its full potential due to weak marketing materials. The winner would receive strategic brand consulting, brand identity work, logo design, website design, photography, video production, brochures, printing and trademark counseling all for free. The winner of the prize was the Swift School, a non-profit school in Roswell, Georgia that serves elementary children with dyslexia.

GM & the Implication of the Opposite

Sometimes the harder you try, the worse off you are. Why is that? Branding can sometimes be like trying to pick up girls. It is not what you say that counts. But the implication of what you say that counts. When crafting their advertising messages, too many marketers forget about this principle. As a result, while even if they are telling the truth all they do is convince consumers of the opposite.

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