"BEYOND FLUORESCENT," is how Stephen Jackson, president of US-based paint provider DayGlo, describes the company's new marketing direction. "We're proud of our history, but we wanted to show the fresh and exciting color effects made possible with DayGlo," Jackson said in a press release.
In late-June, with its newly redesigned website, the company launched a new messaging campaign: "Color. Only Better."
"Computers are so prevalent in the design world" that the company adapted its site to be more interactive and provide better color resolution, said Kevin Sonby, vice president of marketing for DayGlo, in an interview with ICIS.
With "Color. Only Better," the company wants to communicate that it offers a variety of effects and enhancements for paints.
Although DayGlo is transitioning from its glorious - and perhaps notorious - past as color provider for funky and trippy designs on posters, books and clothing, I am glad that Jackson acknowledges that past, even with a simple, yet somewhat exciting statement like "beyond fluorescent."
As ICIS Chemical Business transitions towards its new format, this column - like a redundant steam cracker - is being mothballed.
A big thanks to all the ICIS staff that over the years aided and abetted this column, and an extra-special thanks to all the chemical industry personnel who supported it before - by suggesting topics;
during - by being interviewed;
and after - by commenting on and sometimes even praising the results.