Ed Cotton: Building The Brand Experience–Vice And Intel
The Creators Project in Brooklyn, NY, last week demonstrated the power of subtle branding.
Last weekend I was fortunate enough to see The Creators Project in all its glory in DUMBO, Brooklyn. It blended art, music and technology and cleverly used the unique C19th warehouse architecture around the area.
With two music stages and numerous art installations in a half mile radius, it made for an interesting day out.
What I appreciated more than anything was how subtle and intelligent the branding was; no demo stations, no pamphlets or street teams handing out Intel t-shirts, the music and art was allowed to breathe on its own, without brand mentions, or the apparent insistence that Intel’s technology was used to create the experience.