How To Create A Catchy Brand From Scratch - Australian Style
Blogger and brand designer Clinton Duncan work with a start-up company to create an unique brand out of thin air. The company, Fred International, distributes Scandinavian furniture in Australia.
They created a persona around Fred: Fred, the world traveler; Fred, the social butterfly, and so on. This approach, they hoped, it would set them apart from the rest. They created business cards that unfold and tell the story of Fred.
And they created a catchy online catalog organized like a day in Fred's life:
This interesting approach paid off. "Brands aren't people, consumers know that, they get you're out to make abuck,” Duncan says. “But they don't like being spoken at. It's muchmore interesting to have a two way dialogue, and suspend your disbeliefin exchange for a little 'smile in the mind' to brighten up the day.”
via FastCompany
They created a persona around Fred: Fred, the world traveler; Fred, the social butterfly, and so on. This approach, they hoped, it would set them apart from the rest. They created business cards that unfold and tell the story of Fred.
And they created a catchy online catalog organized like a day in Fred's life:
This interesting approach paid off. "Brands aren't people, consumers know that, they get you're out to make abuck,” Duncan says. “But they don't like being spoken at. It's muchmore interesting to have a two way dialogue, and suspend your disbeliefin exchange for a little 'smile in the mind' to brighten up the day.”
via FastCompany
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