There is no more of an iconic brand color than Tiffany blue. Well maybe UPS brown but that’s in an entirely different arena. “Owning” a color and making it mean something can bring branding to an entirely new level if done right.

Tiffany blue is an immediate recognition of love, caring, devotion, and well, really going for it. When you see that iconic box then you know the person is giving you a great gift because they think you are truly special.

It’s an immediate “awww.”

So you can imagine what folks thought when on April Fool’s Day Tiffany changed their color to yellow. Wait, what!?! Well the response was so visceral and so immediate and so widespread that the brand decided to really bring it to life for real. Tiffany yellow.? Tiffany yellow!

For now, it’s a pop up experience on Rodeo Drive in Beverly Hills but it will soon be popping up in other places around the US. It’s filled with yellow diamond merchandise and has fun yellow foods to sample. It’s quite brilliant in my mind as it merely reminds us of how iconic the original color truly is.

Some say it is part of now parent company LVMH’s attempt at bringing some life and boldness to the brand. I say bring it on!

Tiffany yellow! Turning the blue on its head. Although I am sure that little blue box will never lose its meaning. Sure hope not.

What’s your experience? What can you turn on its head for your brand? JIM

Tiffany Yellow? Tiffany Yellow!