I’m not part of the “Great Generation”, but my grandparent’s were. Thanks to them, I recycled before it was a thing. (It became a thing in 1970 after Gary Anderson, a 23-year-old USC student, won a contest to design a logo for the “new” environmental movement.) The Great Generation were trailblazers and had a talent for thinking differently – for reusing things “off label”. Sometimes reusing things is almost like inventing: looking with new eyes and envisioning something else entirely. That’s one of the reasons I love shopping at thrift stores.
My favorite thrift store discounts overstock from local retail chains. Don’t ask me how they get this mostly-new stuff – I think its just magic. You never know what you’re going to find. On my last visit, I needed a fan. Low and behold, they had brand new “overstock” fans there in my favorite colors: black and blue (but not like a bruise). Once again, the Thrift Store Gods were shining down upon me.
I have a spending limit at thrift stores. Less is more. Nothing makes me happier than walking out of there with a bag of stuff for $20. Sadly, my fan had a price tag of $39.99. Almost $40 for one thing…I was ready to walk away. As I reluctantly admired my fan’s beautiful packaging, I noticed QR code on the box. Time for a little smartphone research! The results? Vornado is the “leader in airflow technology”, AND my fan retailed for $80! I think you know what happened next.
Unpacking my fan at home, I found a beautiful, full-color brochure that, wait for it…MATCHED THE PACKAGING! (Attention to detail: I’m getting drawn in.) Now, I’m not a direction-reader, but I needed to screw the base onto the fan, and decided to (uncharacteristically) make sure I had all the required parts. That’s when it became clear this was no ordinary fan. This was a VORNADO V-Flow™ Tower Circulator. There was no oscillation. The V-Flow™ design creates a V-shaped “wide flow of constant airflow that allows a VORNADO to provide true whole room circulation”. Vornado. Tornado. Rhyme-y.
As I read on, there were “How To Use” directions. I thought to myself, “I know how to use a fan.” Except, this fan was different. The VORNADO V-Flow™ Tower Circulator allows the user to direct the airflow by involving their logo. Yes, you read that right. Its an active logo. The logo maximizes fan use by indicating the center of the V-shaped airstream (the strongest and most consistent part of the airflow). Specifically, the logo “can be used as a reference point for positioning the product in the room.”
Often times, profound customer experiences occur in a personal environment, at a point along the sales path that you didn’t make a contingency plan for. Designing a self-generating brand experience through an intimate understanding of your audience will blow them away every time.
Make your presence felt.
How Does Your Logo Connect?
Do you have an intimate knowledge of your customer’s preferences? Do you know what their favorite colors are? Are those the colors used along every customer touchpoint: logo, collateral, packaging and product designs? Does your logo reiterate the proprietary technology of your brand? Is it actively involved in the user experience of your products? Is your brand experience self-generating? How does your logo blow customers away?