Orange is the new orange

July 18, 2016
July 18, 2016 smz-blog

Orange is the new orange

Ah, it’s that time of year again … construction season. Lanes begin to change, roads fill with orange barrels and commutes seem longer than before. Nearly everywhere you go, you see another sign that reads “construction ahead.” This time of year can be a nuisance, an orange-barrel-filled, lane-shifting inconvenience.

During the off-season, we can’t wait for potholes to be filled or crumbling roads to be repaved. However when it comes down to it, we don’t want to deal with the inevitable construction it takes to have better roads. Curious, isn’t it? We dread construction season even though it’s exactly what we wish for.

The building or rebuilding period can be a time of impatience and frustration. Even though the end result is the very thing we’ve wanted all along: a smoother path. This doesn’t just apply to our favorite time of year. When it comes to repaving a brand, we dread enduring construction.

Putting up a few orange barrels is just as important for a business as it is for our roads. Sometimes you have to patch. Other times, rip things right down to the rebar and rebuild. So don’t be afraid to undergo some brand renovations of your own this construction season. (And go ahead and wear a Day-Glo vest.)

Let me know where your potholes are, business or otherwise. Maybe I can help. That is, if I’m not stuck in traffic in a construction zone.

Happy summer.

Jamie Michelson, President/CEO

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