Like it or not, 'SHOCK AND AWE" does work sometimes. However, you do have to work hard at it — each time, every time. And, often you have to resort to massive manipulation, which is not always a good idea.
THE EASIER ROUTE to EXPLORE ... REDEFINE YOUR OPPORTUNITY... BELIEVE IT OR NOT, IT IS EASIER TO BE DIFFERENT THAN TO BE BETTER
In this article, we take the inspiration from art and artists who has re-shaped and re-defined the concept of art in the 20th century. We will use it as a crutch to make a point — why being different gives you the edge, over being better.
Marketing is all about making a meaningful differentiation.
You simply have to look, feel and be different. Being different gets you noticed. And, “If you don’t get noticed, you don’t have anything."
You just have to get noticed. The challenge is how?
We live in a world of information overload. “Every two days we create as much information as we did from the dawn of civilization up until 2003,” according to former Google CEO, Eric Schmidt. Today, we are fortunate to have have way more than trillion web pages of information at our fingertips. The unfortunate part is, as humans our brains can consume only so much information at any given time. Given this digital scape that we preside over, it is quite challenging for a brand to strike out as unique. Thus, brands are latching on to emotional marketing. Talk to the intellect, you will perhaps get them to pay attention. But, talk to the heart you will get them to take action.
Easier said than done: many companies are struggling to become truly customer-centric and thus failing to fully leverage the potential of their brand and deliver on brand equity.
However, if you are exhibiting at trade shows your chances of striking out as a unique brand player and create a meaningful difference suddenly got a whole lot bigger and better.
Topics: Brand Marketing, Trade Fair Design, Brand Design, Brand Potential, Brand Exhibiting, Brand Perception, Brand Colors, Trade show Booth ideas, Trade Show Booth Design, The Value of Tradeshows, Sarmistha Tarafder, Brand Power, Brand virtue
"Whatever is common is despised. Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic."
Apparently being bombarded by brand clutter is not something new. The above excerpt is part of the essay written by Samuel Johnson published on January 20, 1759, for his magazine The Idler. Moving closer to our times, in 1988, NY Times reported that a typical consumer is deluged by 5000 brand messages a day which amounts to 2 million a year.Read More
ONCE UPON A TIME IT WORKED.
LACK OF ORIGINALITY WAS NO BIG DEAL.
REPETITION OF SAME AND IRRELEVANT WAS THE HALLMARK OF THE DAY.Read More
[And] I have learnt from people's stories, been inspired by their hope, and been strengthened by their coming together.”
― Sharad Vivek Sagar
UPDATED AUGUST 2017
When people come together, great things start happening. For starters, they shun the logic that had worked yesterday, but is obsolete today. They work as one organism — one mind and one soul for one mission, and thus they make something happen that is far grander than themselves.
It is your people who lends color, texture and poetry to your brand. It is your people who brings forth innovation and sees to the health, and the ultimate survival of your brand.
Since we live in an age of innovation, your job as a leader is to prepare your company for the kind of "work that does not yet exist and cannot yet be clearly defined."
HOW do you go about doing that?
Having said that, in this article, we do not talk about trends but we draw inspiration from 5 books that can help change the pattern of your brand and get you situated for the long haul.
Check it out and see if it does anything for you.Read More
Updated January 2021.
CHANGE OR COLLAPSE
The industry that which is the stronghold of the American economy was dumbfounded. They heard the unthinkable.
“You can fight [the end of car ownership], and that will probably not turn out well. Or you can acknowledge that this is happening. This is real, serious, and going to change your world." This ultimatum was delivered by the Lyft president and co-founder John Zimmer, at the Los Angeles Connected Car Expo in August 2015.Read More
Sometime, about 400,000 years ago, our ancestors mastered fire. This phenomenal breakthrough changed our diets, extended our days, unleashed our imaginations and inspired us to ponder about the heavens.
Today, our world is very different. We live in flattened world - both metaphorically and psychologically. Our body and mind has never, ever been so fragmented before. Our body remains in physical space, while the brain travels in a virtual space that is both nowhere and everywhere at once. Our nervous system is getting bombarded by this pool of data, which is not influenced "just by the environment—as was the case for millennia—but abstractly, virtually."Read More
UPDATED NOV 2016
SETTING THE SCENE — THE GUIDANCE OF GROTESQUE
This self-portrait was based on a drawing made by Arneson’s son Kregg when the artist and his first wife was in the midst of a marital crisis. Although the representation echoes Renaissance bust of mortally wounded martyred saints, the wildly exaggerated grotesque details—such as the exploding gun, bloody knife and arrow, and globs of blood and snot—recall the style of cartoon and comic strips.
The sculpture is one of Arneson’s most emotionally expressive self-portrait. He was prolific in creating self-portraits using photographs, mirrors, and drawings. Each expression seemed to reveal a different emotion. His self-referential portraits, that are iconic and humorous, sends us on a mission to explore universal concepts of feeling, sentiments, reaction and response.
Topics: Trade Show Graphics, Art and nature Inspiration, Brand Design, Brand Potential, Brand Exhibiting, Brand Perception, Communication Arts, Creative Marketing, Creativity on Call, Custom Modular, Art of Enticement, Sarmistha Tarafder, Art of Creation, Creativity, Brand Power, Brand, Brand virtue