Successful Strategic Positioning in Graphic Design

Image copryright: Tiffany

I had a great conversation with a designer the other night about the merging of marketing, advertising and graphic design. I tend to think that graphic design is the glue in this relationship, but someone can certainly knock me off my high horse. A highly stylized and well bred horse, that is.

With this merger in mind I started looking at marketing blogs to find the true essence, the glue, if you will, of strategic marketing. Steven Tobak wrote a great article on BNET about successful brand positioning stories. The usual suspects rose to the top; 7-Up the Uncola, Starbucks the mega coffee cafe, and my favorite – Swatch Watches! Created in defense against low priced Japanese watches, Swatch positioned themselves as the now famous fashion swatch. I have been known to wear more than one at once. Who hasn’t, right?

Someone who wasn’t on the list, and I added to his comments was Tiffany’s.

Aside from their little blue box that every girl wants, they have begun collaborating with famous contemporary designers to raise their brand positioning yet again. I bought my husband, who is an architect, a Frank Gehry ring. He is not a jewelry guy, but wearing a “Frank Gehry” ring is a different thing. And since I have received many little blue boxes. Additionally, the brand, from a graphic design standpoint, has been solid from day one. Bringing in outside designers allows them to extend and modernize their brand without moving away from their essence; timeless design.

Can you think of any other partnerships that create such gorgeous synergy? Email me!

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