I was recently email some pics of Kulula Airlines livery. I’d describe it as eyeball worthy. Because it’s worth looking at, it’s worth talking about. There is no shortage of in cabin jokes from cabin crew while talking to passengers, but few have the courage to paint their personality on the fuselage like Kalula have. In an era of media proliferation, the trick any startup needs to master is the ability to be talked about. Nice work Kulula.
What does great packaging look like?
Chances are you will have to package your widget for your start up. Or at least something in your new business. I often ask people the best packaging they have ever seen. Coming from a consumer goods background I get a lot of varied answers, but never do I get the answer I propose the be the ultimate.
Easy opening, but only when it’s ripe
Consume straight from packaging
Changes color from green to yellow as it nears its zenith
Quality of each unit verified by packaging
Built in ‘used by date’ indicator – packaging changes color – so awesome.
Category defining
Gives off product fragrance
Uber Ergonomic design & handling
Ship in packaging with mutlipack nesting design
Childproof
Protects interior
Biodegradable
Oh, I nearly forgot, good for slipping enemies in a car chase.
Enough.
We’ve all read this oxymoronic language. But when we are using any of these words in our marketing we should step back and ask why?
Are we trying to ‘clean up’ our stuff?
Turns out most times people use these words to sell stuff, they are trying to ‘de-bad’ (from the startup blog dictionary) something. A banana doesn’t need any descriptors – we already know it’s biodegradable, easy opening, no artificial colors and isn’t passed it’s used by date just by looking at it. The point for startups is this – if we are using language of this ilk, we must ensure it is authentic. If not, people will see right through it and will spread the ‘truth’ for us.
