how to turn a sow's ear into a silk purse
TRANSCRIPT
“How to turn a Sow’s Ear into a Silk Purse.”
An example of how to reposition a brandwith a great look and tagline
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This is the OFFPRICE Las Vegas Show
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OFFPRICE wanted to improve their logo and reposition their brand.
• OFFPRICE is a retail B2B show offering designer brands as well as moderate priced clothes, shoes and accessories for men, women and children at below wholesale prices.
• OFFPRICE is known for great pricing but enjoys less prestige than other shows which are viewed as more glamorous and fun.
• OFFPRICE felt a new logo, tagline and graphics presenting their show as exciting, sexy and surprising would help overcome this negative perception. They also wanted to suggest that experienced retailers depended on them for more profitable merchandise.
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An Example of OFFPRICE Brandingwww.cruxcreative.com
Here’s Another
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OFFPRICE’s Disadvantages
• OFFPRICE used several different logos which diluted and weaken its brand presentation.
• OFFPRICE taglines – “Spend Wisely. Value is not a Trend” and “Cash and Carry” – reinforced the image of a downscale show.
• OFFPRICE is still completely unknown to some younger retail buyers and regarded as stogy and boring by others.
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OFFPRICE’s Advantages
• OFFPRICE offers retailers the opportunity to enjoy higher profits because they can buy everything for less than wholesale.• OFFPRICE vendors, unlike those at other shows, sell already manufactured merchandise that can be shipped immediately.
• OFFPRICE offers buyers a wide range of products, styles and brands to choose from.
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The New Logo and Graphics for OFFPRICEClean, contemporary with a certain edginess, it presents
OFFPRICE as a unique show that’s favored by savvy retailers.
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Takeaways from this Experience1. Listen for what your clients really want not just what they need.
2. Understand the product well enough to be able to demonstrate as well as describe its primary benefit to the audience.
3. Create visuals that are emotionally-involving and can suggest a sense of the message even without words.
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