Tuesday, November 28, 2006
Crayola is coloring outside the lines
The marketing brains that thought those up could take a lesson from Crayola®.In fact, Crayola is in the middle of a brand renaissance—just in time for the holidays. They’ve introduced two colorful brand extensions: Color Explosion Printer, a fun way for children to create intricate 3-D spin-art designs and Crayola Cutter, a cutting wand that handles like a pen, so kids can cut out intricate shapes anywhere on the page. There’s also Frantic Factory, a new online game kids can play to win crayons. All three fit the Crayola brand personality—colorful, creative and fun. Their Web site is a joy, also. It speaks to children, educators and parents and offers valuable content for all three audiences. To me, this is an example of branding that makes sense.
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