Comments on: Marketing Cut-through; The Power of Blank Canvases

By: Another Bloody Blank Canvas – Cut Through Brand Design | Truly Deeply/Madly

Thu, 10 Dec 2009 23:48:18 +0000

[...] About Blank Canvases And that’s where blank canvases come-in. We’ve written about blank canvases before, we’ve been banging-on about them for months, and here’s a brand who intuitively [...]

By: david

david — Fri, 13 Nov 2009 01:53:57 +0000

Karen, Gotta love that entrepreneurial thinking from the landlord. Amazing how in our busy lives we often don’t get the time to contemplate ‘what could be’.

By: Karen

Karen — Fri, 13 Nov 2009 00:32:50 +0000

When driving to the gym over the last few months I have noticed a building being restored on my journey. I hadn’t paid too much attention until a couple of weeks ago stopped at the traffic lights my vision was attracted to a mass of bright colours. While waiting for someone to take up the lease the landlord had cleverly covered each of the shopfronts with imagery representing potential window displays – a florist, a cafe, etc. As each of the shops gets leased the ‘fake’ window display’s are being replaced with the real thing. An impressive use of a blank canvas.

By: david

david — Mon, 09 Nov 2009 05:11:17 +0000

You’re right. And Harold Mitchel is one of the media gurus of Melbourne so he’d want to be better at it than most others. Pretty sure the crane you saw is building his new offices – in which case he’s negotiated to use the crane to promote his business instead of the building Co. Smart move with a BIG ‘S’.

By: david

david — Mon, 09 Nov 2009 05:09:39 +0000

Harvey, You’re right about blank canvases being unconventional. Mostly the conventional ways for brands to communicate are over-crowded and you do need to shout. Blank canvases are often more like having a quiet brand conversation directly with your customers.

By: Domma

Domma — Mon, 09 Nov 2009 03:32:52 +0000

Great examples of blank canvases again Dave and still it begs the question – how many blank canvases are really out there and how far can you take them? It seems as though the Mitchell Communication Group have done just that – taken it to the limit! I just walked up to get my lunch and witnessed a crane being constructed near the corner of York and Clarendon Streets. To my amazement rather than having the now common construction company’s name running down the side of the crane boom it had the Mitchell brandmark instead with the crane and construction company’s brandmark in less prominent areas. Now that’s a pretty impressive blank canvas – well it’s not blank anymore!

By: Harvey

Harvey — Mon, 09 Nov 2009 02:49:23 +0000

Nice one Dave – this is almost like saying don’t be ‘conventional’ in the way you view brand opportunities – unless you want to just run with the pack – look for opportunities to SHOUT!