Ducks and Quacks Build Business Brands

Miss America 2008, Kirsten Haglund, knows a lot about runways and red carpets, but she wasn’t the main attraction during a recent appearance at the Peabody Hotel in Memphis, Tennessee. Crowds of people gathered in the hotel’s lobby, but not to catch a glimpse of the 19 year-old beauty queen.
Instead they gathered eagerly awaiting the parade of the hotel’s internationally acclaimed stars. Twice a day ( 11:00 a.m. and 5:00 p.m.), the famous Peabody ducks waddle down the red carpet to the tune of John Philip Sousa’s King Cotton March. In the mornings, the regal group exits the elevator and heads toward the hotel lobby’s grand fountain. In the evening, they return to an awaiting elevator which for nearly 75 years has taken these famous guests to their penthouse suite known as the Duck Palace.
This now popular tourist attraction started as a prank and became the hotel’s prime promotion and signature branding. The Peabody Ducks are inseparable from the Peabody Hotel itself. They are featured in the hotel’s logo, marketing materials and even the soap in the bathroom is shaped like a duck. A visit to the hotel’s gift shop nearly overwhelmed me with available duck merchandise. I don’t think I’ve ever seen so many ducks, but what great branding strategy.
Ducks seem to be working well for other promotional pitches. “Aflaaaac” Of course, I’m talking about insurer AFLAC and that annoying, vocal, white duck featured in its television commercials. Not be left out of these branding bonanzas, even the little gecko is getting in the game. Just like the AFLAC duck, the Geico Gecko stars in its own commercials helping the company stand out from its competitors.
So what does this mean to your business? These are all classic examples of how unique and creative branding strategies can create memorable brands. Something out of the ordinary – not the same old promotional pitches. I’m not suggesting you run and purchase ducks or any one animal mascot to enhance your brand. Every business has the opportunity to create powerful business promotions. You are only limited by your own imagination. What can you do to draw attention to your company? Get people talking about your red carpet ducks or walking, talking gecko and watch your business grow.

I’d love to hear your great ideas.