What Do Target and Geico Have in Common?
Have you ever noticed that you can spot a Target commercial long before you ever see the red bull’s eye appear on the screen?
And then there’s Geico, a company that’s breaking all the rules about consistent branding. How is it that you can still identify a Geico ad in the first few seconds, despite the fact that they’re usually running several wildly different campaigns all at the same time? From the Gecko to cavemen to celebrities spoofing themselves (Little Richard, Peter Frampton, Don LaFontaine). I don’t know about you, but the minute I find myself scratching my head and thinking, “Huh?,” my next thought is, “Oh, this must be from Geico.”
The brand has come to stand for unexpected, disjointed, and eclectic advertisements—even though these qualities are exact the opposite of what most brands typically strive for.
Cohesive or not, one thing is certain: both Target and Geico have effectively harnessed the power of visual storytelling.