It’s curious how often originality hides in the everyday.
Think of Coca-Cola’s red, Apple’s bitten apple, or McDonald’s golden arches. They’re just colour, shapes and letters. But this prosaic raw material can be crafted into unique assets through the alchemy of creativity.
Branding’s not always about inventing something entirely new, but about finding and harnessing the power and potential in the already familiar. Thanks to biology, culture and history, red, apple and arches are already redolent with energy, discovery and awe.
Unordinary Ideas can come from melding these insights and brands together, forging new neuro nuggets with associations, meaning and emotions that have a powerful and lasting impression in the minds of consumers.
A specific shade of Tiffany blue, a particular curve of a Coca-Cola bottle, a cleverly placed icon like the Lacoste crocodile – these seemingly small choices became powerful symbols of a brand’s identity, resonating deeply with consumers and setting the brand apart in the marketplace.
Your next big idea might be closer than you think.
