In the wake of the Tiger Woods scandal, Forbes takes on the question — do spokescreatures like Tony the Tiger make better brand ambassadors than spokespersons like Tiger Woods?

No easy answers to that question, but I thought the point that Greg DiNoto, chief creative officer at Deutsch NY, made about spokescreatures being able to embody the “DNA of the brand” played out nicely in the article. Particularly, here:

The Gecko and the Duck both play off of their companies’ names, which gives people something to remember. The Gecko was born out of a common mispronunciation of Geico, and the Duck came from the sound you make if you say AFLAC several times loudly.

“They’re memory machines,” says DiNoto. “They’re Trojan Horses designed to sneak the brands into the consumers’ consciousness.” They’ve done a good job. Of the 1,500 people E-Poll surveyed, 54% said they are aware of the Geico Gecko, and 36% are aware of the AFLAC Duck.

Read the full article here.
-Matthew DiGirolamo, Cause Catalysts
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