Time for Brandsinger's first annual Great Brands You Never Heard Of citation with insightful commentary. We begin with a provocative question: So, you think you know about brands? ... and then we kind of lose interest and wander off and finish that beer and the last of yesterday's muffin... but then we come back and ask again—Hey you! (because now we've gotten a little more deeply into a combative mood since it's getting late and a long week lies ahead)—Yes you! You think you know brands? Well... looky here... Great Brands you never knew existed, my friend. Check 'em out!
Number 1: Everest Scaffolding
That's right. You want to erect toweringly high structures outside
your establishment? What better name than Everest—as in the highest
piece of rock on the planet! Is that a name or what?
Number 2: J.W. Construction
Bristol, Connecticut comes a brand you are completely ignorant of—and
named with sublime simplicity: just two initials and one word describing
what none of us can do without—construction. Where would you be if
there were no construction? Where?... I thought so.
Number 3: Care Here!
You probably thought you would get your care there, right? Well wise up: You get your care here...right here in this airport (I've forgotten which one—but I'm sure it was an important airport and that I was on an important mission.) You identity designers probably never would have thought of putting "here" in ital, right? That exclamation point says that this place is here to stay.
Number 4: NYSIGN
That's right, check it out. Would you have thought of putting the N in blue, the Y in orange, the S in yellow, the i in red, the G in orange, and the N in blue? No, you would not have thought of that. And that's why the NYSIGN truck is proudly parked in Times Square right in front of any damn pharmacy it wants. This brand's visual identity has... well, what it takes!
Number 5: Inferno
When you're cold and the place is dark and you just heard a suspicious sound in the other room, do you want a smoldering speck of kindling glowing in the fireplace?—or do you want a blaze that would make the Devil himself pull on his collar in misery? I thought so—you'd want an Inferno—and that's what these wood pellets promise and deliver. That's right. (Actually I'm a little unsure as to what these things do... but I'm confident from the name that they're very hot.)
And that's our annual review. Five great brands—all simply named and boldly proclaimed. Pretty sure you never heard of any of them—but I believe that, because of the honest spirit of each name—all of these brands are on their way to success.
Vibrant undiscovered brands are all around us. Watch out Coke.
Saturday, January 26, 2013
Winter is about details. You notice little things, like tiny paw prints in the snow or a bubble forming on the surface of soup.
In the city people lock their jaws as the wind stings their faces. On the subway they burrow into parkas and hide their heads under stretchy hats. Human bodies—smooth and vulnerable—are covered in layers of plastic, wool and artificial fur.
In parks the ground crunches under foot. First the heel goes in with a thud. Then the front of the foot rocks forward with its own grinding noise.
Winter is no time for the big picture. You focus. You notice that every log burns in its own way at its own pace. The cedar pieces like to pop. The soggy, dense logs never really flare up enthusiastically but just lie there and melt.
You hang on specific words. Is it “immune to adversity” or “immune from adversity”? You notice a long shadow outside. Is it already 2:30? Then a snowflake. Then another. Then another. Every flake is unique, they say. And another.
Winter broods—and draws us into its moodiness. Winter can be very still and quiet. It promises us nothing. What it delivers we ourselves have to create.