As a self-proclaimed branding nerd, it's pure joy for me when I come across examples of branding done right. Most recently I stumbled upon an act of branding prowess during a local street fair. Mrs. Meyer's Clean Day is a brand that's been on my radar for quite awhile. It sits somewhere alongside Method in terms of what it seems to have put into making itself an interesting and recognizable player in the green cleaning sector. The brand itself has a compelling story. Its development was inspired by a hardworking mother of nine children from Iowa, and its mission is simple - to create products that clean "like the dickens" and smell like a garden. How could you not be won over by a pragmatic (albeit slightly folksy - but that's part of the charm) goal like that?
The Mrs. Meyer's street presence at fairs, fests, and in high-traffic area is one of the strongest I've ever seen. They've managed to communicate their entire brand to consumers through a mobile/pop-up platform. They not only have a Mrs. Meyer's van, but they also have an immersive room-like set up that brings their brand to life for passersby. It's complete with wooden walls, rows of plants, product, and a flatscreen TV playing videos that tell the brand's story. They even go beyond just handing out samples of their product - they smartly have a coupon sample combo that's as nicely packaged as the rest of their mobile presence.
I admire how the brand has created something that allows people to be completely drawn in to the Mrs. Meyer's expereince. This is a great example of a brand taking the prevalent "street team" or "sampling" idea and elevating it to something much more engaging.[posted by: Hillary Hempstead]
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