Digital MarketingStrategiesBring the Background Forward

Bring the Background Forward

Desktop wallpaper is more than an overlooked branding element. A good execution could elevate your entire brand strategy.

The average consumer is exposed to 20,000 TV commercials and close to 2 million brand messages across all channels each year.

With this in mind, you have to agree optimizing your “brand real estate” is critical for brand success. Yet I’m surprised to find some pockets of real estate that simply aren’t given enough attention. One area that’s continually overlooked is branded wallpaper for the computer desktop.

How come cool branded wallpapers are almost nonexistent? Let me say right away I’m not talking about white backgrounds with a logo thrown in the middle. I’m thinking about wallpapers that reflect user personalities and, at the same time, reflect the brand.

One of my favorite branding stories is Silk Cut. Silk Cut is a cigarette that, in response to changes in laws affecting British cigarette advertising, ceased using its logo or any copy at all in outdoor and print ads. Ingeniously, the brand communicated itself through image alone: a luxuriously rumpled glimpse of silk, in the brand’s trademark purple, with a gaping slash through it. The image said, literally, “silk + cut.” The Silk Cut campaign was wordlessly articulate and negotiated the newly introduced, mid-’80s bans on cigarette advertising with such elegance, the brand’s image and message remained intact without the slightest reference to the product.

You don’t need too much creativity to imagine how a range of beautiful, silk-filled wallpaper could work for Silk Cut. Instead of advertising, a branding tool stands as a work of art. Any brand communication that achieves this level of sophistication is a brand-building victory. Such a campaign could integrate its message across channels, even conquering those channels in which advertising is restricted, as is the case with tobacco and other products.

How would you handle a similar challenge? When the freedom to communicate you’d been accustomed to was curtailed? How would you reinvent your brand-building to create a strategy as sophisticated as Silk Cut’s? Wordless wallpaper is a good vehicle for applying disciplined thinking. Wallpaper is an overlooked opportunity for brand communication. It provides a context for creative brand-building that may exclude your logo while building your brand as unambiguously as if the logo were there.

Imagine your customers displaying your brand philosophy on their desktops every day. Running your wallpaper as a screensaver. Your brand’s icons — not Microsoft’s.

It’s a creative and strategic challenge. But if you achieve brand communication through the succinct and unobtrusive yet ubiquitous wallpaper environment, your brand will have reached a new eloquence. Your brand message, as part of the environment, presents a raft of new, unexplored brand opportunities.

Related Articles

How financial services CMOs should approach regulation

Digital Transformation How financial services CMOs should approach regulation

2w Al Roberts
How are traditional banks competing for customers in a digitally disrupted industry?

Finance How are traditional banks competing for customers in a digitally disrupted industry?

1m Al Roberts
5 cross-platform automation tools to improve your team's efficiency

Collaboration 5 cross-platform automation tools to improve your team's efficiency

1m Tereza Litsa
How challenger banks are revolutionizing the banking customer experience

Finance How challenger banks are revolutionizing the banking customer experience

3m Al Roberts
8 ways AI can enhance your marketing strategy today

AI 8 ways AI can enhance your marketing strategy today

3m Marcela De Vivo
Why banks are becoming customer-centric organizations

Analyzing Customer Data Why banks are becoming customer-centric organizations

1m Al Roberts
Five tools to automate lead nurturing in sales

Ecommerce & Sales Five tools to automate lead nurturing in sales

2m Tereza Litsa
How CMOs are using apprenticeships to bridge the digital skills gap

Marketing How CMOs are using apprenticeships to bridge the digital skills gap

2m Christian Doherty