At the recent StopPress Presents event, US brand expert Marty Neumeier said that the best ideas in branding were often good and different. And he explained that this difference often caused marketers to pull their noses up at the concept on account of the fact that it did not meet their expectations. In explaining this concept, he used the example of the Aeron office chair, which despite being considered ugly, weird and bizarre upon its release, went on to dominate its market.
Using the premise that innovative ideas can at first be ugly, intimidating or even scary, US-based technology company GE has released a new spot, via BBDO New York, that aims to show how that ugliness can be converted into something beautiful when placed in the right hands.
The spot follows an unfortunate looking creature, who consistently faces rejection and ridicule, before entering the GE offices, where its inner-peacock is revealed.