San Diego, 12 July 2011
We arrived in LA only a few days ago and drove straight down to San Diego to visit some friends. It‘s true, everything is much bigger here (maybe not everything, but a lot of things)… big cars, big highways (8 lanes each way and that‘s probably a small one here), big meals, big houses, big advertising signs…
big cars in San Diego....
Big dogs....
I was wondering whether size matters then…. Not really, it depends on society or the target market. In the US, people are used to big cars, big pizzas, big take away coffee cups…. whereas in Europe for example, if you drove around in a big car, you would stand out straight away, because it‘s not a usual sight.
Does that mean then that in order to stand out you need big banners, big signs? Not at all, it depends on your positioning in the market, how you want to be perceived.
A Ferrari for example is just as noticeable as a huge Chevy, not for its size, but for its prestige and style.
For small businesses it‘s often not sustainable to have huge branding, big billboard ads, TV ads and in my eyes it‘s not necessary either. Instead you can focus on your positioning and get noticed by being niched.
Off to catch a plane to Switzerland now… stay tuned for more Basic Bananas on the road updates!
Basic Bananas Headquarters in San Diego
Basic Bananas going global..