The value of innovation

Standing out amongst the rest is very much easier said than done, but going out of your way to distinguish yourself can be a seriously powerful business asset.

  • 14 November 2017
  • Reading time: 7 minutes
The value of innovation

As the old aphorism goes; ‘Insanity is doing the same thing over and over again and expecting different results.’ Sound familiar? There are many good reasons for repeating the same action in our business, of course. On the one hand, there’s the importance of being consistent – in the execution of our client's branding, for example. However, in this article we want to talk a bit about the glory of being different and having the mettle to go against the grain. Standing out amongst the rest is very much easier said than done of course, but going out of your way to distinguish yourself can be a seriously powerful business asset. 

First, a little background from a few who have not only broken the mold, but obliterated it. Legendary London ad agency Bartle Bogle Hegarty created the above iconic poster for Levi's to launch its new range of black denim. The ad was so successful that the agency eventually adopted the strapline ‘When the world zigs, zag.’ and the stubbornly independent black sheep as its mascot. It was innovative, different and boldly so – it was a perfect fit. This might remind others (who care to admit that they remember it the first time around!) of Apple’s 1997 ‘Think Different’ campaign. A company which is synonymous with innovation, this willingness to challenge convention has obviously worked out very well for the $750 billion dollar tech giant. 

So, from Silicon Valley back to the UK where we call home – what does this all have to do with Streamline and our offering? Well, we started out before the time that Macs were black and white, and with over four decades in the business the importance of making your brand stand out quickly became apparent to us.

A good example for us is the set of branded coloured pens we use in the office as well as simple gifts for clients, prospects and clients. They come in a whole spectrum of colours, and even though it's just a pen, when given the choice people always seem to opt for the coral pink one. It's strange to think that, without willingly following any stereotypes here, men, women an children are all immediately drawn to that particular pen becuase of its colour. It's just a pen, but it goes to show that something as simple as choice of colour can make an item seem quite unique, special and even desirable. It's about having the desire to differentiate and take things to a whole new level that matters. 

If you ask us, it’s all about value perception. For example, getting a nice bone china mug as a gift in a beautifully personalised, purpose-designed box to keep it safe in is something you’re going to want to put on display, rather than simply just the mug itself. This seemingly minor detail can make all the difference for the recipient, and help you make a lasting positive impression in their mind. Our signature tote bags have an equivalent innovation – we added an inside pocket. Now, this might not seem like a big deal but the extra level of thought that’s gone into this piece of merchandise really makes a difference. Especially when whoever’s using it is scrambling for change for the bus or their housekeys!

It’s a principle we’ve applied to our high-viz line too. We recently introduced options in this range for ladies, which seems to make all the difference to those who wear them day in, day out. Simple enhancements such as a purple lined zip and improved shape and fit. OK, not exactly the iPhone, but in a similar way these jackets are not just a useful piece of kit with a purpose; they’re now very much sought after. So next time you find yourself with the chance, why not try zagging - the results might surprise you!

Find out how we can help you zag against the zig. 

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When it comes to branded items, consistency is paramount in showcasing your brand identity—we oversee that right through production. We will ensure your products carry an impression of quality across every communication.


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