TL;DR – By infusing mundane elements with creativity, marketers can inject personality into their brand, building a more human, approachable image.
Marketers can learn a lot from Scotland’s playful naming of its snowplows e.g., “Gritty McGritface” and “Snowbegone Kenobi”.
Giving fun identities to otherwise mundane assets offers several advantages for fostering a human connection with audiences.
Here are some of the dynamics
Increased engagement and memorability
People are far more likely to engage with and remember something they find entertaining or unexpected. Giving a name or personality to a “boring” asset transforms it into a talking point, much like Scotland’s snowplows, which have become social media sensations.
Emotional connection
A fun identity creates a sense of warmth and approachability. When something like a snowplow or a server farm is given a relatable or humorous persona, it humanises the brand and fosters goodwill, making people feel more connected to the organization.
Amplified word of mouth
Clever names or personalities can go viral. Just as the snowplows became internet-famous, marketers can generate organic buzz for their brand by making the mundane delightful.
Brand differentiation
In crowded markets, injecting humour or creativity into something forgettable helps a brand stand out. It signals that the brand has personality and doesn’t take itself too seriously.
Positive association
By turning a utilitarian feature into a source of joy, a brand creates positive associations. For example, a company that names its recycling bins or customer service chatbots with fun names can make everyday interactions feel special and uplifting.
Relatability
A quirky, humanised asset feels less corporate and more relatable. People are more inclined to interact with something that seems friendly, whether it’s a whimsical chatbot or a playfully named subscription box.
Social media share ability
Fun names or characters naturally lend themselves to social content. Snowplows with funny names became trending hashtags and memes. Marketers can harness this by branding dull assets in a way that invites users to share and tag.