The importance of simple differentiation

The simplest branding trick.

Living in the northern suburbs we see these pink cement trucks lots. My girls love them, shouting out whenever they see them. They always bring a smile to my face and clearly demonstrate the real power of differentiation.

It’s let down a little on execution. VicMix’s logo is terrible, their branding and execution are pretty sub-par. But their fleet of pink cement trucks, lorries and other support vehicles is branding genius along with their association with the Breast Cancer Network Australia.

They’ve turned their fleet into a brand asset more valuable than AusPost vans or Coles trucks. They could only be more iconic if they were allowed to have sirens and flashing lights.

They stand out from the city to the suburbs and are a great counterpoint to the argument that B2B companies don’t need branding.

Derek Carroll

Derek is the Creative Partner at Truly Deeply, a brand agency with 25 years of experience working with brands to position them for growth. His deep expertise is in creating beautiful, effective and unique brand identities that bring strategy to life and resonate with audiences. Derek has extensive experience developing consumer, business, community and government brands.

Post a comment

Tags: , , , , , ,