Put Me in the Zoo

Put Me in the Zoo is a remarkable time-tested book that taught me one of the most important branding lessons long before I knew what branding was.
It’s about a creature desperately trying to join the zoo. He can juggle his spots, change their colors, and do many remarkable things, but none of it seems to matter because he doesn't fit the norm.

Then comes the twist. He discovers he doesn't belong in the zoo at all. His uniqueness makes him perfect somewhere else.

Brands often make the same mistake. They spend years trying to look and sound like everyone else in their category. Safe. Familiar. Predictable.

But remarkable brands don't win because they fit in. They win because they give people something worth noticing, remembering, and talking about.
It’s all about creating your own dot pattern and being remarkable enough to define a space that's uniquely your own.

– Put Me in the Zoo by Robert Lopshire. © Random House Children's Books