It Just Keeps on Going and Going and …
Some companies know the importance of building a brand identity. Volvo is and will always be the “safe” car company. They own it. Energizer will own “long lasting” in the battery market forever because of their commitment to their brand identity.
The Energizer Bunny is a branding icon. But for the right reasons. He means that his battery is more powerful than your battery. At least that’s how consumers initially perceive it. What does Duracell mean to you? Do you have to think about it?
Most icons fail because they don’t really mean anything. There has to be a clear, easy message that differentiates you. Energizer is the king of perception when it comes to long lasting. But IS their battery the longest lasting? That’s a story for another day.
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December 3rd, 2008 at 2:48 pm
Year after year studies showed that despite the amounts spent on television advertising to “own” the long-lasting tag, consumers could not be sure whether the bunny represented Energizer or Duracell. Even when they put pictures of the bunny on its packaging the brand still lost ground to Duracell (“Strategic Marketing Management” by Mark E. Parry). Only when it was renamed “The Energizer Bunny” did consumers start to get it straight.
December 4th, 2008 at 7:51 am
To me Duracell means “copper top”. And the Energizer Bunny means “hyperactive” not long lasting. When someone is described as an “Energizer Bunny” it is implied that that they keep doing random and repetitive motions… Maybe it’s the old tortoise and the hare fable where the rabbit works really hard and wears out. Not sure they picked the right image.