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Tradeshow Booth Design

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Brand Expression: Drive Demand Through Creativity!

  
  
  
  
  
  

creativity drives demand

The dynamic blend of a strong brand proposition and a compelling brand personality gives birth to a powerful brand expression. Key brand attributes like: texture, color, imagery, typography, forms, tone of voice, sound and environment play a unique role in defining the proposition and developing the personality. These attributes are then used like a palette to design all touchpoints of the brand to foster the environment necessary to create the desired expectation.

Designed by Artefice Group, Italy, "Coca-Cola offers consumers a special edition of the legendary glass bottle: an original interpretation of the brand personality through a series of three creative subjects. What catches the attention is the movements, the depth of shading, the colors that convey all brand values in a stylish way." The keywords here – movement, depth of shading, colors all substantiates the The Journey to Shared Value: A world where cultural revolution is alive...  "We can’t control how Coca-Cola gets painted on the side of a wall, for thousands of people to see. But we believe that if we engage the market with stories that provoke happiness and inspire optimism, our consumers are going to talk about our brand in a way that is more powerful than we could ever do ourselves." This expansion in brand expression has helped Coca Cola to sell over 1.8 billion servings of its products to consumers in every country in the world, save Cuba and North Korea (officially).

Understood, not all brands have the resources nor the grit "to walk the talk."  However, we can all benefit from the valuable lessons imparted by the slogan, "The Coke Side of Life". Andy Payne, the Chief Global Creative Director of Interbrand, professes the vital role of creativity in creating and managing brand value.

Start with a Great Brand Proposition: "If you have a body, you are an athlete. This proposition taps into Nike’s dedication to human potential, and makes it relevant
to its business by grounding human potential in athleticism." Very clever and very consistent with the brand proposition. This visual and verbal expression may vary dependent on culture and country but the brand intent and atttitude is always consistent.

nike

"Great brand propositions and expressions are universally understood, believable, actionable and stand the test of time."

Drive Demand Through Expression: When we see BMW’s brand mark, we don’t think of it in the form of blue and white quadrants. We think of it as the ultimate “driving machine,” and this is because expression has become synonymous with the brand proposition. The Disney brand proposition is built around family-centric entertainment. "The use of characters to create fantasy leads to being able to physically engage similar themes in a physical space, one that immerses the customer in a 360-degree, multisensory, branded experience."

Expression Creates Value: As Andy Payne mentions, consumers and audiences encounter emotion and meaning through personality and storytelling. The journey towards creating a compelling expression of your brand is never complete. Brand propositions, personality, and expressions have to be continually evaluated, evolved, and reevaluated.

In this era virtual reality and digital distraction most brands are yet to explore the compelling territory of emotional enticement. Trade shows and events are the grand avenues for embracing this territory. "Brands that claim powerful emotional propositions and capture them with an exciting world of expression, have the ability to maintain a fond place in the mind of their audiences now and in the future."

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!
tweet@sarmisthataraf

Being Different: The Dominant Differentiator!

  
  
  
  
  
  

It is a striking irony that in a bio-diverse planet such as ours we thrive on the competitive herd mentality of trying "to fit in". We like to play it safe. We like to trod the path that have been traveled ten thousand times. We have forsaken the imaginative spirit of David Livingstone to be "the creatures of the commonplace, the slaves of the ordinary". The best we can do is "new and improved" of the same old stuff. For example, the daily staple jeans: we have a choice of high rise, low rise, classic rise, boot cut, straight cut, wide leg, skinny flair and more of the same. In vain, we do not think about fabricating jeans that will interact with the atmospheric conditions to provide optimum wearing experience. The technology is there yet the imagination and the capital to take it to this level is sure lacking!

ROI 1

ROI 2
In this terrain of sameness, Harvard Business School professor Youngme Moon strikes out as an evangelist of "Difference". Her message is elementary. Yet it is the key to survival in the post-modern era of Globalization 4.0. "In category after category," she writes, "companies have gotten so locked into a particular cadence of competition that they appear to have lost sight of their mandate–which is to create meaningful grooves of separation from one another. Consequently, the harder they compete, the less differentiated they become ...Products are no longer competing against each other; they are collapsing into each other in the minds of anyone who consumes them."

In her new book "Different" she talks about successful companies and leaders don't just try to out compete their rivals at the margin. Instead, they aspire to redefine the terms of competition by embracing one-of-a-kind ideas in a world filled with me-too thinking. Companies should be in the business of what Professor Moon calls "idea brands," products and services that challenges the very concept to its' core. Cirque du Soleil is an idea brand, a circus that re-engineered the concept of mechanical, acrobatic performance into orchestrated rhythm of art and story telling. So is Harley-Davidson, which invented the idea of high-nosed, mid-aged, white-collar, weekend "biker outlaw." So is Skyine's Arrive. It re-defines the idea of trade show portability by packing a whole 10'x10' display unit into one carrying case. And so is Dove soap, whose Campaign for Real Beauty challenged the preconceived notion of fashion and style.

If you want to be the idea behind the "idea brands" ask yourself: If your company went out of business tomorrow, would anybody really miss it? –as the advertising legend Roy Spence would say. Or one might say, are your bags of goods and services so distinctive that it has become seamless to the consumer experience. Very few companies can vouch for it. This is why so many companies feel like they're on the verge of going out of business.

Here is the key question to ask: If you are doing things the same old way, selling same old stuff, what would prompt you to do any different? The cardinal point to remember:

Being different is the ROI of memorability.

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!
tweet@sarmisthataraf

Booth Design–Trendy in Turquoise: A Sure-fire Way to Success!

  
  
  
  
  
  

Turqoise Booth Design

I believe, Goethe was the first man to challenge Newton's theory of light and color based exclusively on physical phenomenon. He was the first one to point out that color sensations interacting with our brain cells are based not on the principle of optics but more so on our perceptions of our primal emotions. In his color teachings, Goethe called the color blue a “delightful nothing”. Blue is pleasant, because “it doesn’t press us, but only lingers”; it gives a feeling of boundlessness and space. The ancient Greeks acknowledged blue to be nothing of material origin; "a color of perspectives, ethereal as the color of the sky, the ocean, the shadow of the moon, the unreal."

Hence, it is no surprise that blue is the overwhelming favorite brand color. It conveys dependability and consistency in a business world that is anything but consistent. When brands are expressed in the experiential visual market place like trade shows; it is also no surprise that blue is the safest color of choice. Safe but not sure.

A close relative of blue is turquoise. It renders the peace, calm and stability of blue; balance and growth of green and the stimulation of yellow. Turquoise recharges our spirits and grounds us during times of high sensory overload. It assists in the development of organizational and management skills. It is a silent influencer rather than a demanding look at me. Hint: Pepper your communication areas with this color. Balanced between the extremes of red and violet, turquoise is the color of equilibrium between our emotions, thoughts and speech. Turquoise is a friend of public speakers as it calms the nervous system, gives control over speech and expression, and builds confidence. Hint: Design your stage area with turquoise overlays. The very least: print your speech notes on turquoise. You will feel the stabilizing effects of this color every time you glance at it. Turquoise hoists the levels of creativity and sensitivity. With confidence it forges ahead; balancing the pros and cons, the right and wrong, of any situation. Hint: Use it in showcasing your existing products or to highlight a new product.

Play with the variations of turquoise to exhibit an environment of strength, triumph and poise. Use aqua for re-freshing strength, aquamarine for dynamic exhilaration and sophisticated teal for age old commitment. Turquoise is ideal for both the male and female audience of all ages. Combine with red, orange or yellow for targeting the active, male principle. Flavor it with soft pink, lavender or pale lemon for the female form ideal for the fashion industry.

Coming from a culture of brilliant technicolors, I am eternally fascinated by its diverse dimensions. I share with you as I learn more and more of it. However, the inspiration for this write up was White Oleander. “She would be half a planet away, floating in a turquoise sea, dancing by moonlight to flamenco guitar.” Emotions so richly experienced by weaving nouns and verbs.....The clutch of colors in our collective psyche!

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!
tweet@sarmisthataraf

Portable Displays: The Promise of Sustained Innovation!

  
  
  
  
  
  

green pop up displays


As the media welcomed 2012 with a frenzy of doom and gloom, Skyline announced the transition to EcoFi fabric for all its' portable pop-up dispalys; thus taking a firm step towards protecting our precious natural resources. EcoFi Fabric is made from 100% post-consumer water bottles. Approximately, 80 water bottles make up one complete pop-up display! This is indeed very exciting for our industry that is known for its phenomenal waste and of course, it adds another earth-friendly layer to the existing eco-friendly portability of the Skyline brand.
This is good news.

However, truth be told, petroleum-based plastic bottles can be recycled only once and then it goes to landfill where is takes about 700 years before the decomposition starts. The greater news is — the researchers at IBM have come up with a way to make plastic from plants. The "green chemistry" breakthrough using organic catalysts" results in plastic that is capable of being recycled again and again and again unlike its petroleum based plastic counter part. This breakthrough that promises biodegradable plastics made in an energy-efficient way has been said to herald an era of sustainability for the plastics industry. In fact, this is only one of the many technological and biological revolutions that is materializing right now as we speak to usher us in the age of Abundance.

Abundance—the Future is Better Than You Think—is a new book by Dr. Peter Diamandis and Steven Kotler. It is an action packed ride immersed in a vision that challenges us to take bigger risks, create an innovation culture, and focus on solving problems rather than complaining about them. Exponential technologies, DIY innovators, Technophilanthropists and Rising billion—are the four emerging forces that are conspiring to aid human evolution in the next 20 years. Thus, 2012 is indeed the symbolic marker into an era of sustainability, peace and innovative solutions in every field.

"We don’t believe abundance happens automatically. It’s up to each of us. That’s what makes today so different. We face enormous problems, but we—as individuals—have enormous power to solve them. It really is a magical time.......But ultimately, abundance is about creating a world of possibility: a world where everyone’s days are spent dreaming and doing, not scrapping and scraping."

A thrilling odyssey published for our times. Happy Reading. 

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!
tweet@sarmisthataraf

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