Marketers need to look outward toward customers rather than inward toward the organization. Think about printers. Most use the four process colors (cyan, magenta, yellow and black) as the colors of their logos (because they do 4-color process printing). Yet many outside the industry may not understand what those colors signify. They aren’t particularly appealing colors, either. Worst of all, the result is that many printers’ corporate identities look very similar — the opposite of branding. When you make marketing decisions, consider what will resonate with customers more than what will impress internally.
