Rallying Against Same Same Brand Communication
Perhaps the single greatest and most common challenge for brands is standing out from their competitors. I hate to state the obvious, but as technology has increased the likelihood of and speed with which competitors are matching any and every new product advantage, the focus to differentiate has shifted to brand. The core purpose of a brand that sits at its very essence and drives every thing it does, every day is the fertile ground on which brands must build their differentiated proposition. But just as importantly, once that proposition has been defined, the creative and remarkable ways in which a brand communicates provides a rich opportunity for every brand to stand-out from the crowd. Unfortunately it is this creative spark that’s most lacking, leading to category after category of brands communicating in a same/same manner. And-so a little inspiration from Dutch artist Florentijn Hofman
The Art of Standing Out
Here at Truly Deeply we’re big fans of Hofman’s over sized creative genius. Some time ago we wrote about his giant yellow rabbit sculpture in a post titled; The Art of Standing Out which he created for the Openart Biennale in Öreboro, Sweden. There’s something about the scale and whimsy Hofman brings to his creations that is both inspiring and engaging. And Hofman’s latest work ‘Slow Slugs’ recently created for the Accroche Coeurs Festival in Angers, France is no different. Created from 40,000 colored plastic bags, the work has a wonderfully unexpected as it is remarkable – and boy does it stand out.
Which got me to thinking about what a seriously impressive piece of branding this would be if the slugs were in fact created as part of a campaign for:
• A supermarket chain,
• A plastic bag manufacturer, or
• A save the planet from plastic bags movement – to name a few.
The intersection of art/creativity/commerce is a sensitive one. And as a painter myself, I’m the last person to suggest that all art should be captured and put to work for the corporate dollar. But what I believe is that a creative process uninhibited enough to uncover the ‘truly remarkable’ is too often divorced from a brand’s marketing strategies. Too often the perceived risk of stepping away from the safe ground of ‘what we’ve always done’ and ‘what the industry always does’ stifles a brand’s interest and ability to find the truly outstanding.
Image © Thierry Bonnet