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QUESTION EVERYTHING
Doing the opposite of everyone else in your area of business is one way to position your brand differently, but you can shoot yourself in the foot. There’s usually a good reason industries act the way they do; the ones who didn’t might have lost their money, leaving others to carry on treading the usual path. On the other hand, times change; new opportunities arise and the old rules can start to hold you back. It’s worth taking a risk if you’re certain you’re right, and if you know it’ll get you talked about by customers and the media.
The idea Go to the fragrance department of any shop these days and there will be testers for you to try. The air is dense with fruity-floral smells, the scent of the moment, all mingled together like a thousand summer puddings next to a giant bunch of flowers. It’s tricky to distinguish the one you want to try from what’s already suspended in the air. Take no notice of shop assistants offering you a bowl of coffee beans to sniff because this supposedly clears your sense of smell. It doesn’t. It’s another one of those rules that everyone in the industry follows simply because everyone in the industry follows it. How do you make your scent brand stand out from a cloud of perfume?
100 GREAT BRANDING IDEAS • 171
100 Great Branding Ideas 14dec.indd 171
12/14/11 11:14 AM
