Empire State Building Honors Yogi Berra [and Builds the Building’s Brand]
How do you keep yourself relevant in this hyper-cluttered world? People are always wondering, “How do I keep my nonprofit or business top of mind when I don’t change-up my products or services? We don’t have anything new.”
It may seem tough for you, but imagine if you’re a building in a competitive landscape like New York. Sure you have a time-honored name, but you are no longer the tallest building in the world, and you’re not even the tallest building in Manhattan. What do you do to stay significant in the minds and especially the hearts of New Yorkers? And, how do you fill your office space and attract tourists? You find a way to be current.
The Empire State Building uses its lights to tell a story, honor heroes or make a statement. The lights on the building are not just lighting up the facade, that is for amateurs. These lights build the brand and keep the building front and center in the minds and hearts of New York and the entire world. When Yogi Berra died last month at age 90, the building painted its lights in Yankee pinstripes.
Not everyone can do this, but what the Empire State Building has found is a way to stand out in a marketing sea of sameness. It provides a way to do good, be relevant and brand itself with light. Now that is a brilliant idea.
Even Major League Baseball retweeted the announcement:
Tonight, the @EmpireStateBldg will shine in #Yankees pinstripes in memory of Hall of Famer Yogi Berra. pic.twitter.com/mSIO5yYwy6
— MLB Communications (@MLB_PR) September 23, 2015
In memory of @Yankees legend & NY icon Yogi Berra, we will be lit in blue & white pinstripes. Photo: Barbara M. pic.twitter.com/lXVDeve5NM
— Empire State Bldg (@EmpireStateBldg) September 23, 2015
Source for tweets: Yahoo! Sports, Mark Towsend