I write about the things that matter to me. All opinions are my own.

Search This Blog

Sunday, January 19, 2014

Boil It Down & Blow It Up


Red balloons are simple, clear and there is nothing else like them. They stand out in every room. There is even a hit song about them called "99 Red Balloons."

Similarly, the most valuable brands are totally different yet belong everywhere -- always while being completely unique.

On an individual level, celebrities are in-your-face memorable:
  • The Kardashians
  • Elvis
  • Liberace
When you think of engaging retail or place-brands -- that is, brands that are more than just a single individual -- they effectively express a larger-than-life personality that is distinct and hard to duplicate:
  • Starbucks
  • Apple
  • Disney
Most people are pretty tame. They paint inside the lines and use the ordinary amount of colors.

But if you want to be an extraordinary marketer, you've got to walk, talk, eat, sleep and dream in glowing neon.

More than that, you've got to show the most fiery part of your soul right there on the surface. Don't bury it under a lot of irrelevant talk. Unlike the rest of life, people are looking only for the main and most relevant idea.

* All opinions my own.