Strategy and Sausages:
A British Strategic Planner in Germany
Sunday, 3 January 2016
Put a tiger in the bank
Brands have long used symbols from the animal world in their logos, names and advertising. Animals are universal symbols, and can quickly convey a host of easily-understood values or characteristics. From the bears on Hofmeister beer and Fox's Glacier Mints, to the black horse used by Lloyds Bank, the Peugot lion, or the Andrex puppy, animals are used to convey anything from strength to softness, to cleverness.
One of the most popular animals used as a symbol is the tiger. My childhood memories include the famous 'put a tiger in your tank' from Esso and Tony, the Kellogg's Frosties tiger. But sadly, the number of tigers in the wild is now far fewer than in those days, with the numbers left in the low thousands. Tigers are on the brink of extinction.
When I published my children's book The Bother in Burmeon, whose storyline involves rescuing a tiger from a most horrible fate as a tiger skin rug, I decided to donate some of the royalties to a tiger charity, and chose Tiger Awareness.
I am now very pleased to see a great idea from the Panthera conservation organisation: Tiger Royalty.
This is one of those ideas that's just so brilliant and spot-on that I'm amazed no-one has thought of it before - royalties for tigers from all the tiger-inspired brands and products that are produced around the world, an artistic rights fee for tigers that goes towards the funding of Panthera's Tigers Forever Program.
As Tony the Frosties tiger would have said - That's Terrrrrific!
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
My children's books: