JWT has launched ‘ Brand Toys ‘, the first online tool for brand visualization, which allows users to compare the character and personality of more than 3,000 brands from around the world. Users can create their own branded toy characters, share them through their social networks and even print their toys in 3-D.
The Brand Toys online tool analyzes a large amount of data from the Millward Brown BrandZ survey along with the analysis and real-time searches of social networks * to create fun visualizations of the image and personality of a brand with the shape of a toy. ‘Brand Toys’ reveals at a glance how consumers around the world understand and feel about brands.
Users of the ‘Brand Toys’ tool can make quick comparisons between different brands, or see how a single brand acts in different countries.
What would Google’s toy look like? How would Nokia or Facebook toys differ? How much would HSBC cost in China compared to the US? ‘Brand Toys’ provides these responses at the speed of light and in a creative and playful way.
The creation of ‘Brand Toys’ is based on the premise that as the consumer experience increases with a brand, it may start to seem less and less interesting to you. Therefore, brand builders must remember that they must maintain their discipline in a playful and creative way, that brands should be treated as objects of entertainment, of commitment and not as a form of control or conservatism.
Guy Murphy, JWT’s Director of Global Planning, said: “In order to ensure a promising future for brands, it is essential to consider marketing as a creative discipline. ‘Brand Toys’ represents brands as consumers perceive them – with personality and character, not as a series of numbers or complex mechanisms. ”
Murphy added: “The world’s growing experience with brands is giving rise to a global indifference for consumers.When brands are new in a country, they are exciting, interesting, even symbolic of economic prosperity. that brands mature in the market, can lose their brightness and lead consumers to invest their time in other things. “