Branding on a Shoe String

Beware of “Me-Too”Brand Identity

When most catalogers talk about the need to “brand” their catalog, they’re usually talking about their “brand identity”—the graphics, photographs, words, logos, typefaces and other elements their customers see when they pick up the catalog—the things that give the catalog its personality. So, by definition you can’t differentiate (i.e., brand) your catalog by doing what your competition is already doing. Sounds simple, doesn’t it?