Perspective: Floor Show

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

Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

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."

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in