With this in mind, the Gecko came to life and made his debut during the 1999-2000 television season. Successful ad campaigns from the past have proven animals create a strong connection between customers and companies. The name “GEICO” was often mispronounced “Gecko,” and as the brainstorming began, a quick doodle of a gecko appeared. The idea for the Gecko grew from a creative session at GEICO’s ad agency, the Martin Agency in Richmond, VA. The Gecko was voted America’s favorite advertising icon in 2005. Brian Carney is the actor who frequently plays the Gecko’s boss known only as “Sir” in commercials along the side of the Gecko. In his first TV appearance, the Gecko took part in a press conference where he pleaded for people confusing “Gecko” with “GEICO” to stop phoning him. The GEICO Gecko® (Voiced by actor Jake Wood) made it’s debut in 1999 during a Screen Actors Guild strike that prevented the use of live actors. However, Geico, has shown that, when done right, you can break the widely accepted and customary brand building “rules” often having numerous different iconic ad campaigns running at once. So today I’d like to discuss 5 of the more memorable GEICO ad campaigns beginning with the GEICO Gecko® through the most recently added Mike McGlone Commercials and analyze what your business can learn from these ad campaigns. Consistency and repetition are a sure way to create a focused brand image and ingrain your message into the minds of those you are trying to reach. Brand building can be defined as “Building the perceptions of your target audience.” Those who work in marketing usually say that in order to really build your brand you need to be consistent in your marketing campaigns.
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