Bold brands draw attention, start conversations, and create enthusiasts among customers. Bold can be brash (think “the Virginity Hit” or GoDaddy.com) or gentle (GE or Apple). The point, of course, is to stand out from the noise and speak passionately and meaningfully to your target audience (darn everyone else). As Confuscius said:
"Wherever you go, go with all your heart."
My favorite example of a bold brand full of heart is in the life sciences sector. This example is more visual than action-oriented (but hey, there's only so many ways to shake up Petri dishes and microscopes). Below is an array of images that researchers face everyday in their lab. Snooze. Where's the heart? Scientists are people too.
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| Photo courtesy of Invitrogen |
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| Photo courtesy of Fisher Scientific |
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| Photo courtesy of Qiagen |
Enter EMD Millipore, a breath of fresh air in an otherwise stuffy lab. As limiting as the life science sector is, EMD Millipore is more than just a pretty face. Exhibit one is a slightly-too-long, slightly offensive yet funny video promoting a protein detection system. Sounds dull, right? Not so. While this video is amusing for anyone, there clearly many inside jokes that will resonate with the target audience.
My totally unscientific conclusion is that Merck's acquisition of the former Millipore for $7.2 billion (after Millipore rejected an offer from Thermo Fisher Scientific for $6 billion) proves that sharing a little heart has gone a long way for EMD Millipore.
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