Brand Matters: Get Sticky
Sometimes you just can't beat low tech. Yes, there are many ways my high-tech laptop, smartphone and tablet with all those apps make my life easier and more efficient, but it is the simple and humble and happy yellow Post-it Note that makes me smile and inspires some of my best thinking.
I use them in all sorts of everyday ways, from writing notes to myself across all the piles on my desk to brainstorming with the large flip-sheet Post-it Notes in client meetings to leaving little messages for my husband in unexpected places around our home when I am on the road. Post-it Notes just can't be beat.
I've always loved the serendipity behind their story. Here's how their website summarizes their brand history:
"The Post-it Note was invented as a solution without a problem: Dr. Spencer Silver developed a unique, repositionable adhesive, but the 3M scientist didn't know what to do with his discovery. Then, six years later, a colleague of Dr. Silver, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal. The rest is history. Today, Post-it Brand boasts more than 4,000 unique products, and has become one of the most well-known and beloved brands in the world."
What I love even more is the power of the Post-it Note. The other day, an Eggland's Best ad stopped me in my speed-reading tracks.
On one little yellow piece of paper, the Eggland's Best egg company told its entire brand story in nine bullet points. Simply, powerfully, profoundly and memorably. This Post-it Note visual treatment grabbed my "continuous partial attention" (CPA, a term invented by Linda Stone to explain our society's skimming of many things superficially) and actually prompted me to purchase these eggs on my next grocery shopping trip. Eggland's brand promise rings true. I haven't bought "ordinary" eggs since! They are, indeed, as its tagline claims, better tasting and more nutritious.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.