Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Eggs Overnight

Sometimes a simple visual (in this case, a logo) can create excitement and news on its own. Three years ago I was asked by a venture capitalist friend if I could name and brand a new service he was backing—unique packaging that would prevent damage in shipment 100 percent of the time to prone-to-damage items. Many fragile items shipped by UPS and FedEx suffer quite high damage rates—from auto replacement windshields to light bulbs to satellite components. Billions of dollars are wasted, plus time for reshipment, along with major customer dissatisfaction.

The challenge was whether I could distill the issue and the solution into a ...