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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