Legendary brand Etch-A-Sketch® now has a new legacy that manufacturer OhioArt® (NASDAQ: OART) didn’t plan for. This children’s toy is now part of 2012 U.S. Presidential history— at least the run for office. Sen. Rick Santorum jibed his opponent Gov. Mitt Romney and the rest is history. For OhioArt, the toy’s maker, the beat is on to buy, enjoy, and engage.
Vote 1: All word-of-mouth is good.
Etch A Sketch stocks soar in aftermath of Mitt Romney, Eric Fehrnstrom gaffe
The saying goes that any word of mouth — positive or negative — is worth it. It’s all about brand recognition, buzz, and free advertising. People who never heard of this classic boomer product suddenly become aware, interested, and freshly loyal. And not simply as buyers and users, but investors.
My friends, I don’t know what an Etch-a-Sketch is, but one of my friends owns Ohio Arts.
And then there’s culture. The brand’s culture — two-handed sketching from knobs that resembled a TV screen — lived on in our collective. That’s what makes it a natural fit for political banter where you see talking heads of politicos on every screen in front of you.
Vote 5: Brand culture opens doors to very interesting places.
Etch-A-Sketch even strikes a cord with iPad users, if you look at this interesting sleeve posted to Pinterest. Something visually interesting about the sketcher and the technology achieving the same from significantly different price points. These nostalgic knock-offs, reintepretations, or folk artistries vett the childlike wonder of creativity and free expression. Who doesn’t want a share of that?
Not to be outdone, there’s even an app for that when all the rhetorical dust settles. The brand will live on and the experience will never end. Just shake and start over. Can’t wait to see an etched Justin Bieber portrait.
While brand identity is a sure thing, what is it about brand culture that makes it a hit or miss. Can you truly create a culture or simply plant a seed and see what develops. Is culture enough to sustain a brand? Log on to add your comments. Also share the link with a friend.