I read where brands like Adidas and Nike are using the upcoming Olympics in Beijing as a platform for building buzz for their products. How? By designing incredibly funky, buzzworthy shoes (think Michael Johnson's gold shoes) that people will talk about, comment on, and -- ultimately -- by, even if they're not into fencing or archery.
It's not unlike the strategy the Smart Car is using. As a neon green one passed us the other day, my wife groaned and asked, "Why did they make it that ugly green color?"
Oh, my love, it's so you'd ask that very question, and then tell your friends about the "ugly green car" you saw. It's about standing out from all of the other cars on the road -- essentially screaming, "Hey, our car is different." Or, in the words of one Smart Car tagline, "Open your mind to the car that challenges the status quo."
A standard white or silver car doesn't do that. Neither do the standard white sneakers.
