Snickers Salutes Branding “Big Dogs” of the Animal World

Hey there. Snickers again. While Tara takes care of a few things, I thought I’d help out with the blogging for a little bit. After all, that’s what teamwork is all about, and I am wo-man’s best friend.

Since I spend much of my time in the Pure PR & Marketing office, I’ve accumulated an impressive bit of branding know-how, though I don’t get many opportunities to put my knowledge into action. Such is life when your main roles in the company are morale officer and foot-warmer.

Some of the best examples of skillful branding can be found in the animal world, and not all of them come equipped with four legs. Take for example, Jack Hanna. I’ve heard that some older fella named Marlon Perkins could do no wrong in the 1970s with his “Animal Kingdom” show, but welcome to the 21st century, folks. Talk about creating a likable though occasionally dim, folksy character! Hanna’s built a successful enterprise recognized by television viewers of all ages and by animal organizations, zoos and nature attractions world-wide.

Like Hanna, Jeff Corwin of Animal Planet has definitely carved his own niche and constructed a really consistent brand identity: he’s the sometimes goofy, often clever, always friendly, kooky and altogether ooky boy next door. Unlike the occasionally slow-witted Hanna who both entertains and confounds Letterman and Leno draped in his animal visitors, with Corwin, you don’t doubt his science. You’re just amazed the boy ever scored a date.

On the other hand, has anyone ever noticed that fellow Animal Planet show host of “Pet Star,” Mario Lopez is so darn good-looking? No keen marketing observation here or anything. I just think he’s got a nice – brand.

And then there’s my personal favorite icon in the canine world, the Dog Whisperer, Caesar Millan. What can I say? He just “gets” us, you know? But more than that, he gets thousands of viewers in over 80 countries who tune in each week to his acclaimed television show and turn to him for unconventional wisdom about integrating their pets into their households with as few mishaps as possible. I’m probably taller than him, and I’m pretty sure I could take him, but he’s so cute and cuddly. When I see him coming, I just want to sit pretty and play with the Kong.

Once again, we see that businesses can learn a few things from the animal kingdom.

1. It’s survival of the fittest. Plan ahead and persevere.
2. Hey, look out! Behind you…monitor, monitor, monitor! And…
3. You don’t need four legs to build a solid brand, but it helps.