The brand identity crisis
By alison ~ October 2nd, 2009. Filed under: Advertising, Commercials.
Something has been puzzling me for a while, and I can’t seem to find an explanation for it. Why do some brands have multiple mascots? I’ve always been told that in advertising, the most important thing is consistency. It makes sense to me because consistency builds credibility. However, several big brands seem to be going through an identity crisis. Here is my brief case study.
Geico
Mascots: gecko, cavemen, “Kash”
Analysis: These characters have appeared in enough ads to make it safe to say they all count as mascots. Each one comes with a slightly different message. Kash is all about saving money, the cavemen emphasis ease of use and the gecko states the facts.
So my question is, why create so many personas for your brand? Are you really able to increase market share that way? Personally, it turns me off to a company when I see this. I would really like to get some feedback. New to the industry, I’m trying to learn as much as I can.
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