What Marketing Can Learn From Great Design

When it comes to contemporary Brazilian design, the Campana Brothers rock!  I remember when we lived in NY and I had read in the NY Times how brothers Fernando and Humberto Campana were the new design sensation with the 'Vermelha Chair' (pictured here) and that it was being showcased at MOMA. So, we went there.  Today I decided to visit the Campana site (click here to check it out).  The website is phenomenal. By clicking on the projects there's a visual tutorial that explains where the inspiration for each design came from. This is what is written on the 'Vermelha Chair':

"Born from a tangle of cords bought on a street market in São Paulo, this chair projected Fernando and Humberto Campana on the International stage. The Vermelha Chair marked the beginning of industrial production of their pieces of furniture. The way the rope should be braided to the metallic structure was videotaped and sent to the Italian company."

Another amazing and stunning design is the "Favela Chair".  

This is what is posted on their site...

"Inspired by the favela constructions in São Paulo, using scraps of wood found on the streets, the Campana Brothers create this intricately fabricated chair."

Genius.

Going through the Campana Brothers' site I realize that there's a fascinating correlation between the inspiration found in everyday life that leads to great design with compelling insights that lead to superior marketing strategy and innovation.

Another Collaboration Initiative... this one from Starbucks

Yesterday I read in Cristiane Correa's blog (Exame Magazine's cool editor) that Starbucks® has launched a collaboration platform called mystarbucksidea.com.  Since I'm passionate about the theme of collaboration as a web 2.0 way for companies to really empower the consumer, I immediately went to check it out and register. It's great!  An online space that allows coffee lovers to post ideas on how to make Starbucks a better place.  By the end of the day I thought I had an original idea to post.  My idea was based on the insight that coffee drinking lends itself perfectly well to the introspective moment of reading. A moment to warm up the soul and fill up your mind. So why not have Starbucks in selected public libraries?  I've always loved a good public library but I know that many struggle financially requiring strong support from municipalities and the community.  The idea of renting out space for a coffee shop could certainly dilute the library's operating costs, relying less on public funding. So, before posting my idea (that I naively thought was original), I googled the words 'starbucks' and 'library'.  Well... I found out the idea is not original at all. There are a few examples of the model.  Well,I guess it's time to order a latte and think of an original idea.

Surfing Destinations Can Learn From Ski Resorts

Back from Easter Holidays. We spent three days at this amazing beach called Praia do Rosa in the South of Brazil. Rosa is a beach community that's all about surfing. People from all over Brazil, Uruguay and Argentina go to Rosa in search of great surfing conditions, well-preserved coastal vegetation and in the winter, Rosa is a sanctuary for Right Whales that come to this little paradise to breed. We went to Praia do Rosa for a Family surf clinic. Every year we go on a Family ski trip but now that we're living in Brazil, we want to do the same with surfing. The interesting thing is that, in the case of skiing or snowboarding if you google 'family ski' a number of resorts will appear in the search, including places that specifically cater to families such as Smuggler's Notch (Vermont) or Steamboat (Colorado). Locations that are totally prepared to make it convenient for families to enjoy the sport: clinics, ski-in/ski-out lodging, ski valet service, rentals, demo with latest gear... everything you need. It's not the case of surfing. 

The experience at Praia do Rosa was awesome. I'm convinced that there's an amazing opportunity for beach resorts to position themselves as surfing destinations in the same way that ski resorts do with a full range of services that brings the experience to a broader demographic.

Sweet News in the World of Organics

The organic wave, that has been fueling the phenomenal growth of Whole Foods in North America, is at an early phase in Brazil. Supermarket chains, like Pão de Açúcar, have increrased the availability of organic produce and even launched their own private label - Taek® - with a few organic SKU's. However, the star of the the organic movement in this country is Native®.  Native is a line of organic products that started with sugar and is being produced for the past 20 years in Sertãozinho - in the heart of Brazil's sugarcane belt. At home, we are loyal consumers. The retail version which we use is only 15% of their sales. They also have a strong business selling their organic sugar as an ingredient to the food industry to companies like Danone and Kraft. They have exported to over 55 countries. Sweet news in the world of organics, which I hope to find in my next visit to Whole Foods.

Something to Celebrate in the Skies of Brazil

I'm personally very excited with the news that David Neeleman - founder of JetBlue - is preparing to launch an airline in Brazil. The reason for my excitement is that I remember very well my first JetBlue flight between Fort Lauderdale and NY in June 2002. I will never forget the experience because it was during World Cup and I had heard that JetBlue was the first to offer live TV service onboard. The only option was flying out of Fort Lauderdale. I lived in Coral Gables, just a 10-min drive to Miami International but I decided I just had to go JetBlue so I wouldn't miss the Brazilian match. Therefore, driving an hour up I-95 seemed worth it. And it was: convenient touch-screen check-in at the airport, leather seats and a TV monitor to watch Brazil play the beautiful game... a priceless moment. The news is that the new airline will fly the mid-range Embraer EMB-190s. I'm a huge fan of Embraer, so it's one more reason why I can't wait for this new airline to start operating. 

Neeleman's innovative leadership is certainly something to celebrate in the skies of Brazil.

Giving Banks a More Human Face

Banks are riding the wave of a strong Brazilian economy. The news of Banco Itaú's net profit of US$ 4.8 billion last year up 96% - an all-time record in Brazil - generated lots of press and blog buzz. Great news for financial institutions... but there has also been a rather negative sentiment in the general population towards banks and the government's policy of high interest rates. No wonder there are so many banks using advertising campaigns to talk about initiatives on social responsibility and the environment. Banco Real, for example, was the first bank to position itself as 'green' many years ago. Bradesco - the country's largest private bank - launched a massive campaign communicating its position on sustainability. Many banks are following the same strategy.

In a country where banks are setting record profits, the question becomes how can they give back to the communities in which they serve and differentiate themselves from their competitors?

A good example has been HSBC and how they are investing in cultural marketing. Movie fans in São Paulo have been enjoying the HSBC Belas Artes Movie complex for years. In Curitiba, the bank has Teatro HSBC, a space for performing arts. The big news is that later this month, the bank will be opening the HSBC Arena in Rio de Janeiro and the HSBC Brasil venue in São Paulo. The show that will open both venues is Seal. What a fascinating opportunity for HSBC to use these spaces for experiential marketing their clients, as well as, create a more human face for the bank.

Is São Paulo ready for a local Food Network?

Back from a business trip to find my wife watching a cooking show on cable tv hosted by Nigella Lawson.  During our days in Connecticut, my wife was a huge fan of the Food Network - the best channel in the world for those who love cooking. We don't get the Food Network here in São Paulo, so Aline was happy to find this show being broadcast on a local channel. 

São Paulo has an incredibly vibrant restaurant scene and some high-profile celebrity chefs such as Alex Atala (from fashionable 'D.O.M.' - click here to read about one of Brazil's most innovative chefs) or Carla Pernambuco (who runs a fantastic Brazilian restaurant called 'Carlota'). 

For those who work with innovation, I find that restaurants are great places to be inspired. From the the creativity of combining unexpected ingredients, to cool interior design, to the graphics of menus... 

I wonder if Brazil is ready for a cable channel entirely dedicated to wining & dining São Paulo style? We would definitely be subscribers.

Click here to read a NY Time's article on São Paulo's cool new scene.

This is the Best Time to be a Marketing Professional in Brazil

After almost nine years living and working abroad, I'm very happy to be back in Brazil in a time when the Brazilian economy is hotter than ever. Practically all the key economic indicators are strong and the overall feeling, here in São Paulo, is that this is a market ready to accelerate growth. In 2007, employment reached the highest rate in four decades, trade surplus was US$ 40 billion, inflation is under control, and the stock market reached the highest market cap among emerging markets. Last year alone, there were 64 IPOs generating US$ 56 billion that are fueling the economy.  

A number of Brazilian companies are rapidly expanding into global markets, companies like...

Vale and Gerdau taking advantage of a hot commodities market

Petrobras becoming a world leader in ethanol

Sadia and Perdigão selling poultry in markets from Dubai to Moscow

JBS-Friboi acquired Swift to become the world's #1 meat producer

Marcopolo manufacturing buses that run all over the planet

Embraer supplying the world with regional jets

The opportunity for seasoned marketing professionals is phenomenal. One of the challenges, is to take successful business models that have made Brazilian companies strong locally and adapt them for global expansion. Another fascinating, yet tremendously challenging, opportunity is to re-coneptualize and invest in Brazilian consumer brands that have the potential of making a connection to global consumers... so that in the long-term, these brands can be recognized and admired outside of Brazil. Good examples are Havaianas®, H.Stern®, Brahma Beer®, Fogo de Chão® Steak Houses ... but there are just a few. This is where Brazil could borrow a page from South Korea's marketing book. The opportunities are amazing, especially in a positive economic environment like the one Brazil is living in now.

This is definitely the best time to be in Brazil.

For The Nation We Want To Be...

This is not a blog about advertising. However, just a few minutes ago, I saw a TV campaign that struck an emotional chord. The advertiser is Revista Veja - Brazil's largest and most-influencial weekly news magazine. I had already seen the print campaign, which I love. The spot uses only two words: yes (in Portuguese "sim") and no ("não"). Yes is used for positive scenes like kid in school, the Amazon Jungle, the country's vibrant agribusiness.... no is used for scenes of urban violence, poverty and corruption. The soundtrack is a beautiful slow-motion version of the Brazilian National Anthem. 

The spot ends with the campaign theme: 

"Veja.  Indispensable for the nation we want to be."

The campaign was created by Almap/BBDO. 

Click here to see the 60" spot.

Sometimes, It Just Takes A Phone Call...

This morning I realized that I'm running out of contact lenses.  The situation reminded me of a phone call I would get from 1-800-Contacts® - the service I used when we lived in the U.S. - reminding me it was time to re-order. A simple phone call that was convenient and made me a loyal customer. I wish they operated here in Brazil. Sometimes, it takes just a phone call to deliver great service.

Creating a Holistic Brand Experience

I love to see good examples of Brands creating exclusive retail concepts that create a truly holistic experience to consumers.

Lego has been doing it for years with their Lego® Stores... a fun combination of product showcase, interactive playground and store. Consumer electronics are also ahead with the amazing Apple® Stores with their genius bars (a place I learned a lot on how to better use my MacBook), the Samsung® Experience Stores, the famous Sony® Style Store in NY or the Nokia® Concept Stores popping up in Europe, Middle East and India. Beer and spirits seem to be experimenting exclusive concepts in airports and malls like the Casa Bacardi® I first visited at the Miami International Airport, the first Heineken® Bar which opened up at the Hong Kong Airport and the Brahma® Kisoks showing up in Brazilian malls. I was surprised to hear about the world's first Barbie® Store (since the doll exists since 1959) which opened in Buenos Aires last September, complete with doll hair salon and a café.

These retail environments become a wonderful opportunity for customization, for probing new concepts, as well as a becoming a pulse on how people interact and feel about the Brands. Why invest heavily on consumer research if you can have a real-life lab to test new concepts?

PepsiCo... is great!

This month's Fortune Magazine's cover story is entitled "What Makes Pepsi Great? - An Inside look at how Indra Nooyi has transformed an American business icon" by Betsy Morris... it just confirms that PepsiCo is such a great company to work for.

Click here to read it.

In-Bag Self-liquidated Promotional Concept for Snacks

When it comes to conceptualizing and executing innovative promotional concepts, there's a guy on my team that is simply the best. His name is Roberto Angelino and he's our Marketing Mgr. for the Kids & Teens Snacking Portfolio, as well as our very own promotional guru. Angelino and his team, Bia Tilkian, Cinthia Gherardi and Debora Bertolozzi, created an in-bag self-liquidated concept for the Cheetos® Brand that has been a huge success, called Cheetos® Surpresa.

Every 8 weeks a new theme is launched, anticipated by kids all over Brazil. This month, Angelino has introduced a new edition with one of the most powerful global licenses out there:

Disney's High School Musical 2

Kids will be able to collect 12 different tags with color prints of the HSM cast and 10 different metallic key chains. This new wave comes with a product improvement of 70% less saturated fats. Good news for kids, good news for moms.

Mobile Stock Broker Service in Brazil

Here in Brazil, I can finally trade stocks from the convenience of my mobile phone or BlackBerry. Itaú - one of Brazil's banking giants - has just launched Itaú Mobile Broker. Fantastic news!

More on Cachaça...

Coincidentally, an article came out three days ago in BusinessWeeek.com on how cachaça may become the next tequila. Click here to read the article.

The Challenge of Taking a Product Experience and Making it Convenient

It's very hard to replicate a food or beverage experience in a ready-to-eat or ready-to-drink format. There's a special ritual behind the preparation of a café latté, a wood-fired pizza or a brazilian caipirinha that becomes a tremendous challenge for companies that want to offer a convenient ready-to-consume version. From a simplistic standpoint, why not offer consumers their favorite food or drink from a supermarket shelf so they can have it in the comfort of their home anytime they want? The truth is, it's much more complicated than that. The reason is that consumers want the experience... the ritual of watching the barista, pizzaiolo, barman romance their craft... the customization of "skim milk please" or "add some kalamata olives" or "brown sugar instead of white". Customization makes people feel special and the good news is that, many times, they're willing to pay a premium for those little indulgent moments.

Which takes me to my neighborhood deli. This morning, I saw a cooler selling a product I hadn't seen before: sachets with ready-to-drink caipirinhas, called One®. The sachets come with different fruit versions from traditional lime to passion-fruit to mixed berries in either vodka and cachaça. Great packaging graphics, good communication of what the innovation was all about and a cool website. I like how they have found an innovative way to market a Brazilian classic. However, I can't avoid to be a little skeptical on whether this is a big idea or a niche. From a personal perspective, when I'm entertaining guests at home, I love the ritual of preparing caipirinhas with different combinations and hard-to-find cachaças. It makes the moment special. So I'm guessing I'm not the target. There could be potential, not only from Brazilians who value convenience, but as a great export product considering that non-Brazilians are less used to preparing the cocktail.

Watch's Next?

I've noticed more and more people around me who are not wearing watches anymore and reaching for their mobile phones to check time. Have you noticed the same?  Phones have become calendars, address books, cameras, SMS devices, portable search engines, MP3 players, calculators, e-mail, the fastest way to check your stocks ... so it's not surprising that it's substituting something as trivial as a wrist watch. 

The interesting news is that manufacturer's are finding innovative ways to reconceptualize the traditional watch by adding new functions and value-added services.  One example is Garmin® with a line of high-performance personal trainers (it wraps around your wrist but they're not even calling it a watch) with GPS receivers. Athletes can upload workout data to a website to analyze and track performance and even share running routes with friends. As a skier, I was happy to see the Swatch® Snowpass watch which allows you to go online and order ski passes. Then, just flag your watch at selected resorts, from Aspen to Bariloche to Zermatt.... and enjoy the slopes.

I think the watch can be so much more that just keeping time...

With the expansion of RFID technology, for instance, couldn't the watch be a practical way to substitute the debit card?  

Just wave your wrist at a cash register, sign and off you go. But again, can't the mobile phone do that too?

Connecting to Brazilian Soccer Fans

It's amazing how Nike seems to always be ahead of the game when it comes to making an emotional connection to fans at a very local level.  For Brazilians, the news that Ronaldo was hospitalized last week and may be away from the beautiful game for the next nine months was devastating.  Nike Brazil quickly set up a hotsite allowing fans to post messages, send an SMS or upload a photo to wish him a fast recovery.  I absolutely love the message "Nunca Desista" (never give up) which is a feeling that is so much part of Brazilian culture.  Just brilliant.  

Click here to leave your message to Ronaldo "O Fenomeno"!

One of the World's Most Innovative Architects

I find architecture a great inspiration in terms of design and innovation when conceptualizing innovation in consumer products.  In the latest edition of Arquitetura & Construção - one of my favorite magazines in Brazil - there's a wonderful article on Ma Yansong, a 31-year-old Chinese Architect founder of MAD Architectural Design Studio. This guy rocks! Take a look at the amazing 56-floor building, which is referred to as "Marilyn Monroe" being built in Toronto. In MAD's website, this was written on the building: 

"The building is sculpture-like in its overall effect, and its design expresses the universal language of audacity, sensuality and romance."  

I couldn't help but thinking about the power of great design. As I think of packaging, we can certainly find inspiration in many places, from the artwork of restaurant menus to origami to beautiful buildings. Architecture is certainly a wonderful inspiration.

For those who live in São Paulo, Ma Yansong will be a speaker at an Architecture Forum on March 14.  Click here for information on the event. 

Wired Magazines's Life Cycle of Blog Posts

Last week, my good friend Flavio Maria, knowing how much I love the world of blogs, gave me a great article that explains the behind-the-scene life cycle of a blog post.  What really happens after a blogger presses the publish post button.  The article is from Wired Magazine (a publication I love). Click here to see the diagram that shows how a post goes from blog host... to search engines... to data miners... to content aggregators... to social bookmarks... all the way to you the reader.  For marketers, a valuable opportunity to understand how news travels in an interconnected world.   On one hand, it's the beauty of people having the opportunity of voicing their opinions influencing their social network, their community and potentially even having an impact on someone on the opposite side of the globe. On the other hand, from a marketing perspective, the rage of an unsatisfied or frustrated customer can spread like wild fire having tremendous consequences to a brand or business.  

Real Estate with a Designer's Eye

Since we have moved to São Paulo, I've been looking at the real estate market. I have been disappointed with the online resources available. The sites I have visited are either not user-friendly at all, some are just not responsive and the visual references are a disaster. The photographs are poorly taken so there's no way to really get a sense of the property... well until I found axpe.com.br. I immediately realized there was something different about them. There seemed to be a more rigorous selection of properties and they have done an interesting job in classifying them in a more intuitive way. For example you can select homes that have architectural relevance or homes with a sense of style or homes with great outdoor space or apartments with wonderful views. Oh... and by the way, the photography is done in a very professional way, with good lighting resources and wide-angles when appropriate to get a better idea of space. It's not perfect. They still don't offer the video resources you see in many real estate websites abroad, but I appreciate their sense of esthetics, which I later found out is because Axpe® was founded by ad agency people.  Inspired by the site, I went out with an Axpe® agent, who wasn't a traditional realtor, but an Architect who provided a unique perspective on the properties.... how cool is that?  They definitely have found a differentiated positioning in a cluttered market.

Collaboration Model for the Amateur Journalist in All of Us

While following the Presidential Elections on CNN and their website, I was positively surprised with how viewers have been actively using iReport - CNN's user-generated reporting initiative. Today I read that CNN will be expanding iReport into a stand-alone website to be hosted at iReport.com. Viewers will be able to upload video, audio, photos and breaking news reports from their home towns, as well as, rate content and embed it elsewhere on the internet. The new site will be moderated to avoid fake reporting and inaccuracies.  As a huge fan of collaboration models, it's great to see the concept expanding to so many different applications. 

Insights Can Be Found Anywhere

More on one of my favorite business stories of the year.  I just read an article on Ratan Tata and the insight that led him to develop the Tata Nano - India's amazing US$2,500 car.  In 2003, going home after work in Mumbai he saw a family of four on a motorcycle... man, wife, child and baby ( a very common scene in India) struggling in traffic under a torrential monsoon rain.  A simple image that became the driving force in the development of an affordable and safer means of transportation for an emerging consumer class.  

Many times we spend tons of money and time with focus groups and other research techniques looking for insights that can drive our innovation agenda.  The wonderful thing about insights is that they are anywhere....  it just takes a good eye and a curious mind to find them and make the right connections.  Sounds easy.... but it's a rare and fascinating talent.  The beauty about this story is that it started off with a great insight, but it took a man with tremendous vision, hard work, persistence and a strong desire to change the rules of the game to make the dream a reality.  It's worth watching Ratan Tata present the Tata Nano to the International press where he talks about his insight and how he overcame many obstacles and critics.  Click here for YouTube where you can see his presentations.

Wood-burning Stove that Produces Electricity... a hot idea bringing comfort for isolated families in the Amazon Region

Brazilian mechanical engineer and researcher Ronaldo Sato spent 7 years developing a hot innovation (hot... literally): a wood-burning stove that also produces electricity. The first prototypes generate enough electricty for five light bulbs and a TV set. The project, called 'Geralux', was designed to save 50% firewood versus conventional stoves and does not release ashes in the environment. The energy produced by the stove is stored in the same type of battery used in automobiles. The innovation is very practical because it can generate electricity, for example, for a public school while the cafeteria lunch is being prepared. After several trials in the Xapuri region - a rubber tapper settlement - a final prototype is ready for roll-out. The State of Acre has announced plans on using this innovation for 20,000 families who live in isolated communities in the Amazon region. A valuable lesson that even an old product like a wood-burning stove can be recycled to become something entirely new.

Hot, Spicy & Ubiquitous

This weekend we were eating seafood on this quiet beach off the coast of Santa Catarina and sure enough... the little red bottle was there on the table ready to be poured and give the food an extra kick. I'm obviously talking about Tabasco®. I've travelled extensively over the years, and no matter where I go, Tabasco® is present on the countertops and tables of bars, diners, restaurants (I found out on their site that they export to 160 countries and print labels in 22 languages). In a marketing world where innovation is a driving force, it's amazing to see the McIlhenny Co. - family-owned and operated since 1868 - making the classic pepper sauce with the same recipe for 140 years. It's also great to see how they have been careful in dealing with innovation by launching a wide range of other products from Chipotle Sauce (which I also love), spicy BBQ sauce, bloody mary mix, to spicy ketchup and mustard... extending the Brand to different categories but all positioned to deliver a hot & spicy experience.

"How Does Google Know Everything?"

During dinner the other night, our 6-year-old daughter asked me... "How does Google know everything?"  A fascinating question specially when you think it came from a first-grader.  It made me reflect on my elementary school days.  My Father had a pretty large library at home and there was a Britannica Encyclopedia.  I remember that I would flip through the pages of those 24 volumes and think that all the knowledge of the World was there... (how I was mistaken!).  For my daughter and her generation, Google, Wikipedia... are becoming their first stop for answers.  I just hope that the search engine won't substitute an afternoon at the public library.  My wife and I have spent countless hours at the Ridgefield Public Library reading to and with our daughthers and many times looking for answers to questions they made during the week.  Here in São Paulo, we found two wonderful bookstores, one called Livraria Cultura and the other Livraria da Vila. During our ski week last month, we spent an afternoon at the Telluride Public Library and we were very impressed with their facility.  So, although Google is a great resource to find just about anything... there's something magical about the search and exploration at a great bookstore or library.

Soy!

Last night, hearing the sound of carnival drums in the background, I read a fantastic article in Fortune Magazine (Jan. 21 Edition) titled "How Brazil Outfarmed the American Farmer". The article explains how Brazil, in less than two decades, became a global agricultural superpower (#1 in soybeans, beef, poultry, pork, coffee, orange juice concentrate, sugar and ethanol) resulting in US$ 27.5 billion in farm trade surplus in 2006. The article focuses more on soybeans. Brazil has developed a competitive advantage with soybeans, outplacing U.S.'s traditional dominance. The reason is a combination of the cerrado's ideal climate yielding two to three crops a year, lower production costs, abundant farmland and government investment in crop breeding and soil science. Embrapa (Empresa Brasileira de Pesquisa Agropecuária), a network of state-run agricultural research agencies, played a pivotal role in securing Brazil's rising position in the global soy trade.

I always knew that soybeans are widely used for animal feed, as a food ingredient with good source of protein, in the formulation of healthy beverages and in the production of soaps. I was blown away by the amazing number of other uses that soy has. Soy is also used in building materials such as flashing tape, caulk, waterproof membranes that reduce mold, outdoor paint and wainscoting... in the production of candles, shampoos, deodorants, dishwashing liquids, after-shave lotions, disposable wipes... even in the production of lingerie!

Click here to read the article that also raises an important question... what other crops will gain importance in Brazil's growing agribusiness... corn... wheat?

Using Color Strategically

Yesterday I had a beer with Jesse Stollak, from Nike Brazil. We worked together in NY a few years ago and I was happy to find out he is now based in Săo Paulo. We talked about a lot of things including some of the projects we worked on together for Pepsi. Jesse mentioned that Corinthians - Brazil’s most popular football team along with Flamengo – just came out with a new Nike jersey. Corinthians’ two official jerseys are white and black, the team’s official colors since the club was founded in 1910. Now, the legendary team announced a third jersey which is completely purple. Purple in Portuguese is ‘roxo’ which for Brazilians means the color of passion… in a more fanatic sense. For instance, a passionate sports fan in Brazil is called ‘torcedor roxo’. So, how appropriate to try and ‘own’ the color purple for a team known for its insanely passionate fan base. A brilliant example, from Corinthians and Nike, on how a simple color can be an innovative way to celebrate the strong emotional connection a brand has on its fans.

It made me think of other companies and brands that have strategically decided to 'own' a color in the hearts and minds of consumers.

Take UPS, the global package delivery company with its ubiquitous brown trucks and its celebrated campaign

"What Can Brown Do For You?"...

Or European mobile telecommunications giant Orange™

with its fun stores where orange is, not only everywhere, but it's also the Brand itself...

How are you using color in your marketing strategies?