Pick a color
One of the big lessons I picked up from the marketing books of Al Ries and Jack Trout — “Positioning: The Battle for Your Mind,” “Marketing Warfare,” “The 22 Immutable Laws of Marketing,” and several others — is the importance of having a color associated with your brand.
A great example is the world of rent-a-cars. The original leading firm in the space, Hertz, has used yellow (with black highlights) for decades. The “#2” firm (and I’m using quotation marks because they’re actually #3, but their marketing angle is that they’re #2 (so they try harder)) is Avis, which picked red…
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