providing graphic design, branding, photography and marketing expertise to denver and the world
Quote
of the Week:
All solitary dreamers know that they hear differently when they close their eyes.-Gaston Bachelard
Once Tried Always Used
I was at a press check this morning, and my friend, David Biondi--who also happens to be a very good printer's rep--brought me a can of something while I was looking over a press sheet.
The can read:INK CORRECTIVE
A Pressroom Necessity
Once Tried Always Used
Nowhere on the can, as far as I could tell, did it mention exactly what it did. It just said it was a "corrective". This means that printers who use it once, indeed, probably always use it, because it serves some useful purpose (I found out it basically acts as a drying agent, and keeps ink from "picking", or lifting up onto the press blanket in areas of high coverage). So you don't need to say, specifically, what it is. It is just something essential that you keep around for when you need it. This is a ballsy way to brand something, and effective, especially with the language they use ("necessity", "...always used"). Worth thinking about in an age of trying to set your brand apart from the rest even as more competition fills ever more specific demographic niches.
And the date that this particular product first hit the shelves? 1939. Those ad men knew what they were doing.
posted at 9:03 AM Leave your comments here: 0 comments
Leave your comments here: 0 comments
Archived Posts:
09.02
10.02
11.02
12.02
01.03
02.03
03.03
04.03
05.03
06.03
11.04
11.05
12.05
01.06
02.06
03.06
04.06
05.06
06.06
07.06
08.06
09.06
10.06
11.06
12.06
01.07
02.07
03.07
04.07
05.07
06.07
07.07
08.07
09.07
10.07
11.07
12.07
01.08
02.08
03.08
04.08
