Brandweek Response: Ad Icons for Sale

Hey class,

In one of the last copies of Brandweek that Prof. gave us (Date Nov. 6), I read an interesting article on Advertising Icons. They used pictoral examples of more recent creations, such as Staples' easy button, The California Raisens, and Travelocity's "peripatetic gnome."

The power of these advertising icons is immense. An icon can carry the core meaning of one's brand and all of the company behind it. They do more than just carry a meaning, now. They carry a thick wallet. In the opening sentences of the article, they disclose Staples sales in easy buttons at $7.5 million. Travelocity also saw big revenues for their gnome. The article goes deeper, explaining that these successful ad icons create more buzz than word of mouth. They are remembered easily, they carry value, and manifest nostalgia in loyal long-term consumers.

These traits do exactly what the brand wants to do; capture attention, maintain interest, and retain loyalty. The brand plays the same role, but can not animate itself to the extent of an ad icon that's been around for years. That's why they are also a risk. If an ad icon flops, so does the company, for the most part. But, if used properly, it can carry the success of a company for years.

Remember the California Raisons of the late 1980s? They were a claymation series that became "a cultural phenomenon" throughout our childhood. I think I may have one of their figurines in my hometown.

A question: The Article title is "The Ultimate ROI: Ad Icons for Sale." How could something like this determine ROI, besides of course bringing in some extra cash?

Alex Zucker