Monday, March 24, 2008

More 1-to-1 brand personalization via Scion.

It's not NikeID, by any means, but as this article in today's NYTimes details, Toyota's Scion brand is picking up even more on the personalization trend.

When I first saw this piece, I thought, "Cool, they're going to allow owners to order custom marque badges on the car." I've got a custom set of "S" badges on my S2000 (right). And I can't tell you how many double-takes and head scratches I get to witness before people ask, "What is that thing?" It's a great conversation starter. But nope. Scion stopped a bit short of that step. Still, it's a move forward in allowing customers to co-author/customize their brand stories. More to come. Check it out.

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