“The story of the Apollo spacesuit is the surprising tale of an unexpected victory: that of Playtex, maker of bras and girdles, over the large military-industrial contractors better positioned to secure the spacesuit contract. This book tells the story of this victory, and analyzes both the Playtex suit — a 21-layer, complex assemblage — and its ‘hard’ competitors. It is the clean lines of the latter that have traditionally captured designers’ imaginations: one noted critic described the AX-3 ‘hard’ suit as ‘the most beautiful thing I have ever seen.’”
There are brands who have created their presence “by the book” and others who have taken a creative risk by in connecting with their audiences, showcasing themselves and standing apart from others in their same field.
I am a supporter and admirer of those who dare to experiment and think outside of the box- some push boundaries, others show us the world from a different perspective. These brands are the ones that excite us and keep us engaged.
Here is a list of some of my favorite creative branding techniques:
2. Adidas Boost created a promotional treadmill vending machine that dispenses rewards (in treat form) based on calories burned.
3. Asher Levine integrates wearable tech into his designs for his Autumn/Winter 2013 collection.
4. Bella, a kitchen appliance brand, encourages its users to use their smartphones and share daily moments with their products via social media.
— Victoria’s Secret (@VictoriasSecret) November 4, 2013
6. French artist JR’s Inside Out New York City invited New Yorkers and visitors to take self-portraits in a photo booth truck stationed in Times Square.
8. Use of architecture to raise awareness: Memorial to the Victims of Violence by Gaeta-Springall Arquitectos, Mexico City, Mexico.
9. Proenza Schouler released a Tumblr-inspired fashion film directed by David Sims and Eddie the Wheel.
10. Louis Vuitton’s Artistic Director, Marc Jacobs, dressed up a hologram in one of Hatsune Miku‘s opera wardrobes.