Showing entries containing the tag: "Branding"
For a start, they’re large for my height. I’m 5’6” tall and my feet are size ten. I can never predict what a shoe will look like on my foot until it’s been shod onto my clod-hopper. The daintiest slipper can transform me into Ronald McDonald. As a consequence, I don’t shop for shoes, I hunt. Like a special operative. I try on shoes quickly and furtively. It can be an emotionally trying experience.
But apparently thousands and thousands of consumers take a different approach to shoe shopping. Last year Zappos.com, the online shoe retailer, reached a $1 billion milestone in annual revenues. This is the same Zappos.com that Amazon announced recently that it would be purchasing for $900 million.
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branding
The name Alice reminds me of the housekeeper on "The Brady Bunch." I cannot hear that name without thinking of a female embodiment of a real-life Mr. Clean powerhouse. She was always there when needed—and even before the family knew they needed her. She cleaned up messes around the Brady house and in the family’s personal lives as well. She had a solution for just about everything.
I’m guessing the branders of the new e-commerce site, Alice, were also TV-watching kids from the 70s. With the tagline “Everybody needs an Alice,” the site promises to revolutionize the way people shop for household goods, and gives them an opportunity to get products straight from manufacturers. By eliminating the middleman and any retail margin, Alice is able to offer prices that are 20 to 30 percent lower than other online stores. In Alice’s own words from the site, “Our mission is to give people a better way to buy the goods that keep their homes running. We have big plans to disrupt the traditional retail market. Everything we do is focused on empowering our customer.”
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branding,
interactive,
ecommerce,
consumer relationships
There it was, hot off the UPS delivery truck. Born and raised in the Chicago suburbs, I could spot that logo and box anywhere. The “Caution: Contains Dry Ice” warning confirmed what I already knew to be true. Someone in my office was the lucky recipient of a “taste of Chicago,” a Lou Malnati’s pizza. If you’re a pizza connoisseur, the pure awe and drool this logo conjured in that moment needs no further explaining.
Oh, but just for fun, let me explain further . . .
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branding
Super bloggist, Seth Godin, recently opened up a discussion on authenticity. He shared that he believes authenticity is doing what you promise, not being who you are. He explains, “That’s because ‘being’ is to amorphous and we are notoriously bad at judging that. Internal vision is always blurry. Doing, on the other hand, is an act that can be seen by all.”
As much as I dig the man, the myth and the legend that is Godin, I couldn’t help but wince at his reasoning. Since when have we elevated “doing” over “being” as a culture?
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branding,
authenticity
Giving your new brand an edge requires more than having a good product that totes its benefits. With all that competes for your market’s attention, strategically using color is an easy and effective way to differentiate your new brand and subliminally tell a compelling story. All-powerful color elicits feeling, strengthens the memory and attracts or rejects. Choosing the right color is imperative to accurately represent your brand.
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branding,
color theory
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