PANTONE Rebranding by Cary Sherburne

WhatTheyThink.com -PANTONE Rebranding :

"PANTONE Rebranding: An Interview with Pantone?s VP of Marketing, Doris Brown
By Cary Sherburne, Senior WTT Editor

January 31, 2007 -- In our Graph Expo coverage, we mentioned that Pantone, long-known as the standard for color matching in the graphic communications industry, is taking its knowledge, expertise and creativity to the retail space in a big way. The introduction of over 70 retail paint stores nationwide and the creation of the PANTONE huey(tm), available at Apple and Circuit City, has required Pantone to undertake an entirely new marketing approach. Symbolic of this approach, led by marketing visionary Doris Brown, Pantone's Vice President of Marketing, is the company?s new web site and its new tagline, The color of ideas.
Whenever you are inspired by an image, Pantone is there to help you realize that inspiration

It is always exciting to talk to an established and respected company in our industry that is moving rapidly, and successfully into new markets. WhatTheyThink checked-in with Doris Brown to get the inside story on the changes happening at Pantone.

WTT: Doris, thanks for speaking with us today. What?s behind the new branding strategy at Pantone?

DB: The PANTONE(TM) Chip has been iconic for more than 40 years, and it resonates strongly with printing. Printers recognize the PANTONE Color Chip as a formal contract with their customers. We have reveled in the fact that the company?s brand represents such a strong recognition of color lockdown. People who don?t know anything about printing or color know about the chip. Although Pantone has expanded its abilities into other markets, including textiles, home and fashion, web design, plastics and paint, the iconic chip is still tightly linked to printing. But Pantone has expanded beyond its chip execution. When my dad was younger, he would look at an art book image of a Monet piece and that would transport him to France. Now someone opens up a computer screen and can see the world through the monitor. Pantone works with manufacturers, almost like Intel Inside, and has expanded to encompass a broader market reach. We needed to look at branding and overall execution, and get a fresher look that would speak about the company better."

--
There is much more information excellent information in this article
visit: http://members.whattheythink.com/specialreports/070131sherburne.cfm

give it a read!

Uncle Dave
www.printplanet.com