Tuesday, May 15, 2007
Salesforce.com's Ticker Symbol as Branding
One of the most clever, fun, and free pieces of branding comes courtesy of Salesforce.com, makers of leading customer relationship management (CRM) software. If you're like me, and aren't an expert on CRM, check out this demo of their app suite for some background on their offerings. It's a little stuffy, but appropriate for the space they're playing in.In a brilliant move, Salesforce.com took "CRM" as their stock symbol, instantly positioning themselves as quite literally synonymous with CRM itself. What I like about this is that the Salesforce.com team looked at something as mundane and unsexy as their ticker symbol as an opportunity to say something about the brand, to make a positive impression on the viewer. This kind of attention to detail tells you something about the people behind the stock symbol: they care, and they want you to know it. And what's more important to potential customers than seeing passion?
A brand is much more than just a logo, a tagline, or a color palette. It's the sum total of the consumer's reaction to every touchpoint surrounding your product, service, or idea. Think about what aspects of your organization can become jewels of branding like this. Go beyond the obvious, and show your passion.
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