Welcome to Friday Fives, Vol. 297
Every Friday, we highlight five things we have on our radar that we think should be on yours, too.
This week, we’re shooting for the stars of marketing, jogging our brains on medal design, keeping it cool with a blue chat bubble, fighting climate change one mental health walk at a time, and applying for a brand deal to college.
01. When Marketing Is Out of This World
Guerilla marketing just became astronomical. Astrolab plans to put brands on the moon, allowing them to test products in outer space and provide some stellar marketing opportunities. We know firsthand how many brands are fighting for attention here on Earth, so it’s only natural that brands continue to explore the final frontier of marketing. But do we need to be otherworldly, and possibly polluters of space, to be bold? Just because your brand could go to space doesn’t mean it should. It’s important to know where it makes sense for your brand to live and how it can be attention-grabbing on Earth. But, if you’re looking to go farther than the moon for untouched brand real estate–try Mars next.
02. The Medal Getting a Run for Its Money
As this year’s Boston Marathon sponsor, Bank of America took an opportunity and saw a less-than-gold outcome. Their logo is the first ever to grace the iconic event’s medal, much to the runners’ dismay. It’s a great example of finding (and missing) the line between great brand visibility and being opportunistic. But it also speaks to an equally important part of branding: design. Could they have made it work without upset? This is more than a lesson in choosing the right way to promote; it is a lesson in typeface size and hierarchy. Perhaps there is a world where the logo could have appeared with just the right width, height, and placement to make everyone happy. But for now, it’s time Bank of America (type)faces the music.
03. Apple Bursts the Android User Bubble
Is Apple the big bully of smartphone brands? That’s what a new antitrust lawsuit is trying to find out. Whether it’s true or not, they’ve created a brand identity for themselves since the beginning of the “cool” kid–the mysterious, smart one that not just anyone can have as a friend. Bully or not, this identity was ideal marketing. Consumers want their products to reflect who they are or want to be, so it isn’t a surprise that most people want to be viewed as cool and always ahead of the game. And Apple did something even better with their brand identity: They made it enduring. No matter what new tech comes along, the blue chat bubble will always reign supreme for many consumers. No offense, green-bubble folks.
04. A (Climate) Change in Branding
Climate change is going through a rebrand. That’s certainly something we never thought we’d say. But a recent research paper suggests using people’s love of mild days to climate change’s advantage. Hotter days for longer periods mean fewer outdoor days–or at least comfortable outdoor days where you won’t be drenched and sweating all over Washington Square Park. “Rebranding” this issue from a concept that’s hard to grasp to an issue that affects our daily lives is smart because it speaks to what matters to consumers most–in this case, enjoying nice weather and fun, outdoor activities. Unless of course, there’s a 4.8 magnitude NYC earthquake. Then we suggest sitting under a table.
05. Some Schooling on Brand Identity
Think of yourself as a tagline or a catchy jingle. According to many admissions offices, this may be the best way to apply to college. Like many actual brands, creating a brand identity for yourself is about cohesion and consistency in what you represent–and equally about selling something (or someone) that people just have to have. While a tight brand identity may be useful, young students shouldn’t feel limited in their activities and passions because of a mold. In fact, brands shouldn’t either. They should remain true to their personality–but they shouldn’t be scared of thinking outside the box, exploring alternatives, and being bold, just like prospective college kids. A rebrand is practically the equivalent of switching your major several times, so why not explore?
Clients in the News
Kohler
Samuel Ross’ “brutalist” smart toilet for Kohler was highlighted by Dezeen as a standout at Milan Design Week.
