Perspective: Floor Show

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

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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.

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