The BIG Kahuna

My friend Jonathan Salem Baskin (Brand Behaviorist)?just put out a new YouTube video. I loved it. I’ll tell you why after you watch it:

Now why did I love it? Because most of these icons make no brand identity sense. For an effective mascot to work it must leverage the brand identity. For instance is Volvo (safety brand identity) decided on a mascot a swashbuckling pirate would be bad, but a?police officer?would be good. See the difference?

Sock puppets, Kool-Aid jugs and gecko’s mean nothing. I do happen to like the caveman mascot only because it does leverage “ease of use” which makes sense, hence “so easy a caveman can do it”.

Jonathan is a branding guy. He’s just a different kind of branding guy. I’ve coined him the Brand Behaviorist and it suits him well. Now if only I can get him to at least consider that brand identity and perceptions help drive a brand…

p.s. Jonathan, you haven’t made a comment on my blog in quite some time. The BIG Kahuna is angry!

This entry was posted on Monday, October 13th, 2008 at 10:51 am and is filed under Branding Champions. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.