http://www.brandidentityguru.com/wordpress/2008/11/29/it-just-keeps-on-going-and-going-and/ Branding Opinions From Our Fearless Leader - Scott White Tue, 03 Jan 2012 05:40:07 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.brandidentityguru.com/wordpress/2008/11/29/it-just-keeps-on-going-and-going-and/comment-page-1/#comment-4060 Branding & Marketing Thu, 04 Dec 2008 11:51:45 +0000 http://www.brandidentityguru.com/wordpress/?p=1132#comment-4060 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. 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.

]]> http://www.brandidentityguru.com/wordpress/2008/11/29/it-just-keeps-on-going-and-going-and/comment-page-1/#comment-4055 persuasivecopy.com Wed, 03 Dec 2008 18:48:58 +0000 http://www.brandidentityguru.com/wordpress/?p=1132#comment-4055 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. 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.

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