For the last several months I have seen this building rise up in the south of Denver, in a prime location right next to the freeway and Light Rail line. In the last short while, that building has become a big, branded box - bright blue with touches of yellow. This last week, a huge branded sign finally appeared to announce just what this box/building was.

I have known for a while just what this building was to be. Now branded, everyone who hadn't previously heard the rumor is finally in the loop. The conspicuous location, the giant sign, and the template-design of the building really signify that the owners of this bright-and-shiny, big, blue, branded box <em>get</em> branding.

Opening a store in a new market has become a science for this company. While specific regulations might vary, the company knows what it needs to do to get approvals for a sign and building of this magnitude. Both of which vastly dwarf other retailers nearby. Check out this clip covering the installation of the massive sign that has now appeared:
<a title="http://www.9news.com/rss/story.aspx?storyid=189026" href="http://www.9news.com/rss/story.aspx?storyid=189026">http://www.9news.com/rss/story.aspx?storyid=189026</a>

Despite <a href="http://videocenter.denverpost.com/services/player/bcpid63625388001?bckey=AQ%7E%7E,AAAAADe65VU%7E,G496cZ36A_VfLp_hMeonEvZJ8gBAVEOa&amp;bclid=1419798684&amp;bctid=853077407001" target="_blank">complaints from some</a> who are calling it an 'eye-sore,' this sign and the big, blue box  beneath it definitely get attention. Talk about creating buzz to tease  an opening - these guys know how to do it.

And it's not just the sign. Even before inking the real estate deal, rumors of the company coming to town caused a <a href="http://www.ikeafans.com/home/ikea-denver-colorado-plans-on-track/" target="_blank">stir</a>. With its near-cult following, I wouldn't think it's a challenge for this company to generate excitement among consumers in any community they come to. In all mediums - underground, word-of-mouth, and traditional - the  market-entry process earns the company media every step of the way. Its expansion strategy and branding formula is the mark of success.

I happen to like the idea of an international retailer coming to town. <a href="http://www.denverpost.com/commented/ci_17732943?source=commented-news" target="_blank">(Another is rumored</a> to be coming to the Pavillions.) Introducing big brands like this helps put Denver on the map. It pulls in consumers from all over, it contributes to the economic growth of our city, and this time, it's nicely branded in a beautiful, big, blue branded box called IKEA.