Wild Horses

It seems like all the merchandising attention these days is leveraging technology.  So it’s nice to see someone zig while the rest of the free world is zagging.  That’s why we like these three-dimensional posters recently appearing in London to promote a new band, Dry the River.  Made from thick folded paper, they come across as not just retro, but almost classical.

That’s what makes them so visually arresting.  I might walk right by the latest LED display with digital pitches produced by software wizardry.  But I’m definitely stopping for this–which looks like origami by Michaelangelo.

And is it worth the obvious effort?  Breathtaking innovation usually is.  I wonder how many people have taken photos of the posters?  And who had heard of Dry the River before this?

Why we love this innovation:

1. They are not just unique, but use a completely fresh platform.  Too many marketers are content with “innovation” that takes a derivative twist on the latest trend.

2. They have a high buzz factor.  I might pass a thousand band posters without reading one, but I’m blogging about this one.

3. They are beautiful.  Never underestimate the power of aesthetics.  Beauty has an irresistible primal appeal.

About Bill Aho

Bill Aho is a partner with The SagePoint Group, hands-on consultants that develop innovative products, services and marketing concepts. Bill has worked in marketing, strategic planning, general management and innovation in Procter & Gamble, PepsiCo, Darden Restaurants and ClearPlay. He has appeared and been quoted in multiple TV, magazines and newspapers, including Forbes, Wall Street Journal, Business Week, MSNBC, BBC, PBS and others.
This entry was posted in Merchandising and tagged , , , . Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>