Close your eyes and picture a Tiffany and Co. gift box. Now picture a gift box from, let’s say, Zales Jewelers. Unless you just bought something there, you probably can’t recall what the Zales box looks like. That’s the power of color. Too bad so few companies take advantage of it.“A new destination from Crate and Barrel that dials up the fun. Smart designs, clever materials. Neat stuff, cool colors. A point of view: In the know, on the go. A ‘look what I found’ kind of place. For all the places you live. We’re one find of a store (actually two) in Chicago, and because we get constant phone calls from all over about when you’ll be able to shop on our Web site, well, here we are.”
Here’s one that is, however: CB2. They’re a division of Crate and Barrel, only they skew younger and hipper. Basically, they offer cool design at an affordable price. Or as they describe themselves on their Web site:
It sounds like something their agency wrote to get the business in the first place. But it does a good job of describing the brand personality. Anyway, getting back to the color story, a package from CB2 makes a big splash on your front porch. No brown kraft shipping carton for them. They printed their carton solid chartreuse (one of three colors in their identity). Even the tape carries its own weight, imprinted with the CB2 logo in color. Bottom line: I know it’s from CB2 the moment the UPS driver takes it from the truck. What’s more, it’s a happy-looking box that makes me glad I ordered from CB2—even before I open it.
How many other Web retailers can say that about their shipping cartons? ___________________________________________________________________________________
By the way, for an in-depth look at the Tiffany and Co, brand, go to:
"Tiffany and Company, A Case Study" by Stephanie Blackburn
Says Ms. Blackburn,“Upon realizing the strength of its brand and the image its blue box portrays, Tiffany also plans to continue launching new product lines, taking advantage of the growing popularity of branding among jewelry consumers today.”
Labels: brand, brand color, brand personality, brand positioning, brand strategy, CB2, packaging, Tiffany and Co