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The Gecko vs. The Duck

The Gecko vs. The Duck

This question seems to surface more and more on the branding front, so I thought to weigh in: The Gecko simply kicks the duck's feathered butt. Here's why. From a name recognition standpoint, Aflac's quacking duck did the brand wonders. We know the name, and associate "Aflac" with the duck. If I say: "The brand with the duck is . . ." Most people immediately respond, "Aflac." Unfortunately, very few people get the next question right: "What does Aflac do?" That's were the Geico's Gecko pulls ahead. By using a character, and bringing the character to the heart of their message (and even the delivery of it) Geico's approach is more effective, more strategic, gets name recognition AND answers the question, "What do you do?" In my book, Geico 1, Aflac 0.





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Ed Delia
(Visit Ed's Website) Ed Delia grew up in the dynamic and challenging world of marketing. In 1998, he was named president of Delia Associates, assuming full control of the company founded by his father in 1964. Delia Associates has directly contributed to the success and growth of a wide varitey of clients, helping businesses expand their sales opportunities through the development and implementation of highly successful branding campaigns. In 2007, Ed became only the ninth professional in N.J. to earn the Professional Certified Marketer designation from the American Marketing Association, Joing an Elite group of just 250 marketing professionals in the U.S. who hold that designation. Ed was honored as one of New Jersey's 40 under 40 for 20069, an annual designation by NJBiz, the state's leading business publication. He also was named 2006 Outstanding Business Person of the Year by the Somerset Business Partnership. Ed is a frequent speaker on branding, marketing, advertising, and technology-driven communications. He is an Expert Speaker for Vistage International, the largest peer-to-peer learning organization for CEOs. Ed earned his BA in English from Dickinson College in Pennsylvania.

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