Perspective: Floor Show

Everybody in America knows what a carpet is--so why do marketers keep choosing confusing ways to advertise it?

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Americans began to cover floors with carpeting in 1791 after the country's first carpet mill opened in Philadelphia. And while the category has undergone its trends (exotic imports, cut-loop piling) and technical advances (polypropylene fiber, stain-resistant coatings), one thing has remained a constant: Carpeting is a straight sell. As Damian Totman, founder and creative director for Exit Creative Company in New York, suggests: "Most humans are very familiar with floor coverings so don't look for a deeper meaning or associations–just tell your story, visually and simply."

Alas, if only carpet brands took that advice.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in