The Japanese Manga craze came to late for me, even though my boys are Pokemon mad. I was therefore intrigued when my marketing colleague Sameer mentioned he had just been published a peer reviewed journal paper about Hello Kitty, the cat like character that is a global marketing phenomenon. A cooler, younger, Asian cartoon character that, without much of a back story seems to have grown to become a global player. Extremely feminine, cutesy, pink, fluffy and kitch, my oldest son begged me not to buy Hello Kitty branded (and scent impregnated) tissues. I care not what I wipe my nose with and given that both my sons were encouraged to hang out with girls at dance classes in their early years, I really didn't see pink tissues as an issue. Joel, however, was insistent. "They are for girls ! If you get those I won't use them." They were £1/box on special offer, cheaper than the alternatives. Decision made.
|Must buy Hello Kitty Pomegranate Branded Iced Tea|
Hosany et al, (2013) in the Journal of Marketing looked at the theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty, a topic the marketing literature has not yet considered much. It draws on Aaker theory, that is close to my heart, on brand extensions and line extensions and seeks to explain how Hello Kitty has achieved the venerable status of being the third most counterfeited global brand. It considers the use of nostalgia and contemporary resonance to ensure that Kitty fans continue to find the brand proposition relevant even in adulthood. A good thing ? With its diamante sparkle and fluffiness I am surprised the anti-everything gang hasn't dubbed the brand "Hello Kitchy".
|VW lashes: Are you making eyes at me ?|
I know it might not be perceived as cool by others, (I transcend notions of coolness) but take this recent example of personalisation that I captured on the side of what otherwise would be seen as yet another dull, functional, delivery vehicle. White van man was a bit of a negative cultural stereotype in the UK for a while, synonymous for a type of bad mannered driver who lacked common courtesy, but didnt' care.
|Surf chic on this White VW van ?|
It's almost as though you would expect to see a couple of surf boards nestling in the back of the van with a sand encrusted wet suit.
I haven't tried this before, but why not share below your own stories for cartoon characters ? What name would you give this white van ?