Seth Godin Would Be Proud
By
You know how it goes, you buy something online and then you start getting catalogs in the mail. This time something was different though and I almost missed it…
I grabbed the mail from the mailbox the other day and threw the “junk mail” in a pile to be sorted for shredding and recycling and I noticed what sort of, but not really, looked like a catalog from Backcountry.com. It turns out that this was no catalog at all, here’s what I read on the inside cover:
THIS IS NOT A CATALOG
We’ve tried that before — Many times, in fact. And no matter what we did, it left the same bland taste in our mouths. It always seemed like something that came out of an ad agency in Chicago, not from a bunch of dirtbag ski bums in Park City. The smattering of products and staid format never felt true to our voice or to those passionate about out gear and the outdoors.
So we trashed it. But rather than using a tanking economy as an excuse to bag the the whole project, we switched it up and focused instead on what sets Backcountry.com apart — you, the community. We scoured our Leaderboard…
They made a catazine, a magalog, or whatever. What they made is different and true to who they are and what drives them as a company. That is branding.
Is your ministry being authentic in branding or are you just trying to adapt other ministries’ branding to your situation?
