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How a simple element within one ski area’s brand went toe-to-toe with a big resort…and won.

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I am a big believer that a logo is never enough.

Instead, the more simple, visual layers you can consistently add to your messages, the better each message will be tied to one another and a brand will occupy one big corner of someone’s brain instead of a dozen tiny ones.

Normally I think of these in terms of colors or shapes or design patterns, but I want to tell you a quick story that illustrates this in a way I didn’t expect.

When I saw this tweet my thoughts went like this:

“Weird, why is Loveland taking and sharing pictures of Breckenridge? They share a ridge, but that’s not from the divide. I wouldn’t put it past Loveland, though, to give a shout out to other mountains. They were at Arapahoe Basin’s opening day, after all, and posted congratulations from their brand account. Good eggs over there…”

The logo beside the tweet? Breckenridge. The name beside the logo? Breckenridge. The hashtag? #Breck.

So why in the world did I think this was posted by Loveland?

This is why.

Interestingly, that list could go on but not as consistently as we saw this fall, and that’s why this is such an interesting lesson.

By simply including Toby in Loveland’s photos for about 9 weeks, a photo from another resort with a Bernese Mountain Dog created such a strong association with Loveland that my brain didn’t even bother to look at who had posted the tweet.

Think about that for a moment.

That’s powerful stuff, and simple lesson in the power of those additional layers of visual branding beyond your logo.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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