Using Cartoons for Marketing
Snoopy's special qualities—is there a cartoon character who's warmer, more charming, more loyal?—made him the perfect choice to represent MetLife as we moved to humanize our company in the eyes of consumers. As an iconic figure, Snoopy plays a positive role in differentiating the MetLife brand in the financial services marketplace, and he will continue to play an important role in our global efforts.
However, cartoons might not work for every brand: if you're a serious, professional brand, for example, you might feel it wouldn't suit your image, and you might be right.
- If you are a recruitment company, cartoons on bad workplaces a la Dilbert might work, if you combine it with a tagline of helping job-seekers and recruiters find the right fit.
- If you offer a service where you're competing with customers' DIY efforts (gardening, carpentry, house-cleaning), maybe come up with humorous scenarios of customers botching the job and calling in the experts (you) to fix the mess.
- Any kind of research, knowledge services or consultancy company can riff off common misconceptions in the field, kind of like the Case in Point cartoons.
But hey, I'm not a cartoonist. And creating a new cartoon every week, keeping it business-focused and yet interesting and funny, seems like a difficult thing to do. Kind of like running a business blog.