So I have a really cute dog. Her name is Rosie. I am not one of those fawning dog owners who thinks they have the best dog in the world but this dog is really something. People literally flip over the way this dog looks. Little kids shriek when they see her because she looks like a cuddly toy and she has these freckles on her nose and patterns that make her look like she is smiling all the time. Then there is the perky strut and the fluffy tail and it's just more than most people can handle. In good old British tradition she is also very well trained and rarely on a leash. She strolls along by my side or a few feet ahead and gives out a strong air of knowing exactly where she is headed and why. You can see the whites of her eyes when she looks around which gives her a whole range of humanesque facial expressions and make her appear super smart and responsive. She is pretty smart but lets not forget that she is a dog.
So it occurs to me that Rosie elicits the exact response that I spend my time trying to inspire in the potential customers of my clients consumer products.
- People are drawn to her on sight - Brand attraction
- Ooh and aah over her and want to touch her - Consumer engagement
- Talk about her to me and then to their friends - Word of mouth marketing
- Inquire about her breed (main brand attribute) - Brand identification
- Want to take her home - Consumer capitulation
- ...and, in place of doing so, go home and become a fan on her facebook page (Rosie Posey) - Brand loyalty creates brand community or tribe. Social media, viral marketing, hyper growth...
You get the picture.
Should I ever be feeling lonesome we just "trail up" and the the whole world welcomes us with happy smiles and endless opportunities to engage and connect. Pretty powerful stuff in the land of the brand. My only fear is that she will get swiped by some unscrupulous low-life who recognizes her huge brand potential and wants it for themselves. I have had her chipped and tagged and am looking into trademarking.
So what can be learned here? Can we take the Rosie Posey brand magic and attach it to other stuff? I don't know but check it out...
1. The Wag Factor - Rosie is an Interactive Brand. When somebody says hi to Rosie - she wags her tail. She does this every time. She is really great at acknowledging the positive attention that she receives and always has a positive response. Companies can do this using interactive media so a proverbial pat on the head by a customer is rightfully rewarded by a good wag. Interaction is a key so brands have to be able to respond.
2. You Name It - Rosie is a Custom Brand. A mutt. I have no idea what she is exactly but everybody seems to have an idea about it. This is how it goes.
Them - What kind of dog is that?
Me - I don't know
Them - Oh... she is an Ossie Shepard crossed with an Akita
or - she is a Healer crossed with a Chow
or - she is a dingo or a fox crossed with a dog and where did you find her...
Me - Yea..OK!.. Cool!
She is something different to everyone who meets her based on their experience of her and in context with their own preferences or ideas. If I was more prescriptive or rigid about how she should be defined, people would not get the sense of ownership that identifying and naming her gives them. I think that is really interesting and can be replicated in other brands.
3. I Like What You Like - Rosie is an Lifestyle Brand and illicits emotional engagement. She reflects and amplifies the values, preferences attributes that people project towards her. If your happy to see her then she is super happy to see you. If you like to run she will race around with you all day. She is interested in everything that you have to say and she shares all your interests. It's easy to get attached to something that positively affirms your choices. You have SO much in common and how can you not love that?
Just some thoughts and a fun exercise. Try taking a look at your dog... or your pet or your kid and figuring out what makes them the perfect brand.
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