Starting with Different
Seems self evident, but far too often we find brand owners and managers caught within the paradigm of their category. For a precious few brands who are market dominant and who have a significant and sustainable advantage through their product or service offer, differentiating from their competitors is not a priority. For everyone else, whether you think-so or not, you are a challenger brand and can benefit greatly from adopting a challenger mindset. And a driving dimension of that mindset is how and what you can be doing that is different to how and what you’ve always done, and just as importantly, different to how and what your competitors are doing.
The stunning imagery featured here is called; ”Aqua Dice”. American artist Max Mulhern has created this floating work of the ‘greatest floating craps game on earth’. Two large, brightly colored die have been launched in international waters to create a visual ode to chance and good luck. Each die was specially created by by a french naval architect to be unsteady and to travel and tumble in response to the current. In late 2012, Mulhern shipped the dice from Brittany to the Canary Islands, and, at noon on the 12/12/2012, he set them afloat into the Atlantic, and has left them to chance. To keep track of the artwork, technology students in Normandy built a GPS systems which have sends out locations of the die once a day so the progress can be recorded by anybody interested. Both dice were about 1,100 miles west of the Canary Islands and only about 60 miles apart as of the 7th of January, 2012.
I see this work as a reflection of the strength of an idea that separates one brand from the pack – a fresh way of looking at your business and reflecting that to the world. For so many clients, doing anything with their brand other than what they have always done seems a risk too great to consider. But as they say – ‘if you always do what you’ve always done, you’ll always get what you’ve always got.’ If anything these days the outcome from always doing what you’ve always done is more likely to be less and less than you ever got before as the world and the brands within it become more innovative and faster on their feet.
The challenge of coming up with a big idea that ties together a brand’s unique proposition with stunning and memorable imagery may seem a big ask for owners and managers of brands, but as the world becomes smaller and competition in every category increases, it is one of the remaining opportunities for brands to claim some clear space in the hearts and minds of their customers.
Spotted on designboom: http://www.designboom.com