Being しずか When Everyone Else Is Being うるさい
Recently San Francisco-based shoemaker Allbirds has taken over the New York City outdoor ad scape.
The pitch is very direct, with just an image of the shoe and the Allbirds logo. Product. Brand.
Allbirds are soft, flexible, light-weight running shoes made from wool that is not so much woven as printed.
Allbirds has an interesting brand story based on simplicity, sustainability, and goodness of design and materials.
The company started as a Kickstarter project, and is now market capped at over a billion dollars in value.
The product styling is super-simplified (“meticulously basic” according to The New Yorker) visually differentiating them in their category.
One of the founders’ described the strategy as “whispering when everyone else is screaming.”
I hope other brands try strategic quietness. There’s far too much noise.
見て ください！
