Pantone’s chip inspired teacup collection.

Strong Brands Ask. Weak Brands Answer.

Don’t underestimate the power of a question-led narrative. Whether the brand is your company or yourself, it matters which side of the equation you’re on.

If you ever want to know who is controlling the narrative in a space, just look at who is asking the questions.

Pantone is asking the questions in the design industry.

Every Pantone chip, mug, makeup palette and Color Of The Year announcement asks the question, “What can color mean to us?”

Asking questions leads to a path forward.
Answering questions leads to a dead end.

Crayola, perhaps the only other ubiquitous color brand, has chosen to answer instead of ask. Their recent moves, including an iPad app launch and new crayon color announcement, are part of an effort to stay relevant with tech-first kids.