The GEICO Pig. Enough with the animals.
Tom Dougherty, CEO – Stealing Share
25 October 2012
The constant parade of GEICO animals resembles Noah’s Ark
Awareness and preference are two different things. Customers can know a product without coveting it. GEICO, for instance. The insurance company’s relentless use of a gecko as a company spokesman have created a market that knows GEICO exists. Unfortunately, there is nothing about the lizard that emotionally resonates with those most likely to switch. I’m never sure there was. Nor was there for the GEICO pig.
The repeated use of the reptile is one of the reasons why GEICO remains in third place despite outspending market leaders Allstate and State Farm.
It gets worse. Now the GEICO pig is back. Again.
“But how does that peculiar pig or that tired gecko create preference?”
During Monday Night Football, Ge once again trotted out that whining pig. Later that evening, the pig made yet another appearance with a street luger. Does GEICO see this pig as its new equity marker?
Memo to GEICO: If you are worried that customers are don’t know you, stop. The market is plenty aware of the GEICO name.
Now is the time to look beyond barnyard animals, lizards and caveman to give the market an emotional reason to covet your brand.
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