Branding consultant Andris Pone, chief namer at Andris and Associates Brand Naming in Toronto, has a different point of view.
“It is almost beside the point whether aliens are intrinsically more relevant to a wireless brand than beavers are,” he said. “What really matters is whether the creative execution can make them so. Although the relevance of the beaver to Bell’s brand was never made especially clear, the spokesbeavers were amazingly successful at creating awareness. The challenge for Mobilicity is to bring to life that “smart” positioning — which does seem different in this space — over a long period of time.”
July 22, 2011