The conveyor belts at airports offer a great reflector of marketing.

This summer, my family and I flew a few times for short vacation trips. 

Traveling with two kids meant that we had to check bags in and wait at conveyor belts a lot.

As I was watching suitcases roll out, I realized one common theme – most suitcases were black. 

Even though we have often picked up others’ bags and then had to put them back, on average, we’ve all still bought more black colored suitcases than any other color.

The ones that are uniquely colored stand out, capture our attention, and are looked at the longest. 

However, most brand marketing is just like these black suitcases because:

1. They look like every other suitcase
2. People have a tough time telling their own brand apart at first sight
3. It makes you wish that you had a unique look, or something that sets your brand apart instantly