PPB March 2018

WATER COOLER BreakingThe Business CardMold Entrepreneurs give the traditional networking tool a creative facelift. In the world of business cards, it’s no longer hip to be square—or, rectangular, as it were. Entrepreneurs are using the traditional tool in new ways for networking and self promotion to showcase their creativity and individuality; and in some cases, their flair for the dramatic. Business cards originated in China in the 15th century as calling cards used to announce a meeting between individuals. A few hundred years later, Germans were printing their names on woodcuts and distributing them as greetings. Fast forward to the 21st century, and business cards today are made of paper, wood, plastic, metal, and even edible materials (a beef jerky card, anyone?). A recent article in The Wall Street Journal spotlighted a few trendsetters and their unique cards, which the purveyors rely on to stand out among the competition. Among them were a business-development advisor who hands out cards shaped like puzzle pieces, and a former hacker who now specializes in IT security training—his business card is a lightweight metal piece that transforms into a set of lock-picking tools. Brick artist Nathan Sawaya prints his contact information on LEGO ® pieces. Business owners who like the look and feel of paper cards, with a twist, are finding there’s more room in the stack for their one-of-a-kind designs. Moo. com offers cards in varying sizes and shapes (their mini cards are almost half the height of traditional cards,) and extra-thick, textured cards. Traditional cards with block lettering and basic contact information remain popular among certain professionals such as attorneys or financial experts, and the old standbys are appreciated in Asian cultures, where exchanging cards in ceremonial fashion is an integral part of business interactions. BRANDABLE Sound Strategies Companies are adding sonic branding to their arsenal of recognition tools. Remember when you could recall a brand just by hearing a jingle? The effect of sound on brand recognition is experiencing renewed interest from companies now that consumer technologies such as Alexa, Amazon Echo and Google Home Assistant are making their way into homes and work places across the country. Sonic branding, the use of a sound, song or simple melody to reinforce a brand’s identity with consumers, is the latest trend for companies whose services can be accessed through digital technologies. Examples of longtime audio “logos” include Intel chimes and the McDonald’s “I’m Lovin’ It” ditty. Ad Week reports that Visa, after learning that sound elevated consumers’ feelings of safety and security during transactions, released a chime that plays when transactions are made with Visa-branded cards. Advertisers on the music-streaming app Pandora are also putting audio at the forefront of their marketing campaigns, morphing visually driven ads into audio-first spots. The push for sonic branding in the digital marketplace may soon give rise to a new adage: “If it sounds good, buy it.” Source: Trendhunter Source: The Layer Fund 60 | MARCH 2018 | THINK by Jen Alexander