As a newbie to the blogging world and M2M at that, I was nervous about sending out my first ‘All Staff’ email; it must be relevant, interesting, fun and never annoying. However, when I came across Brand Toys last week, I brushed my uncertainties aside and hit send as I was confident that the expansive and fun brand visualisation website would come in handy, or at the very least put a smile on someone’s face.
Unfortunately, the Brand Toys site was down due to the sudden increase in traffic (within the first few hours of going live, news quickly started to circulate on Twitter) however, over the following couple of days when Brand Toys was back up and running, emails came trickling in about how useful everyone had found the site to analyse clients, competitors and general brands of interest.
Each individual feature of a toy is determined by quantitative data from Millward Brown’s BrandZ data. Sentiment of online conversations surrounding the brand is provided by Social Mention and shown through the background weather; positive sentiment will result in a large sun, negative sentiment will produce a dark cloud with rain.
Nothing on the brand toy is trivial and every aspect is accounted for. For example, the size of the eyes relates to the charisma of the brand, large feet indicate a trustworthy brand and different accessories relate to different qualities such as a collar and tie suggest a straightforward and no nonsense brand.
The visualisation allows for quick comparisons to be made between brands and even about the same brand between different markets.
As brands become more conversational and engaging with their consumers through social networking sites, it seems fitting to give them a face and personality. Mr Magorium of Brand Toys, Worldwide Planning Director at JWT Guy Murphy said “To ensure a rosy future for brands, it is crucial to consider marketing as a creative discipline. Brand Toys represents brands as consumers feel them – with personality and character, not as a series of numbers of complex mechanisms.”
Although brand toys may not replace reliable pie charts and graphs just yet, it certainly allows us to visualise brands in a creative and more emotionally engaging way.
- Jen Harvey