I can assure you that the feline's career will be studied as closely as any business school case study by brand managers everywhere. He became a video game last year (Epic Mickey) but the company remains frozen in fear that any new adventure they give Mickey will soil the franchise. Mickey is basically a declining asset for Disney even though he is also its most recognizable one. The rodent still sells $5 billion in merchandise every year, despite not having made a film in decades. Lurking in the background of all this is Disney (DIS), which owns the mother of all media-agnostic brands, Mickey Mouse. The fact that it went on to sell tens of thousands in iTunes downloads is an added bonus, and a base for future, actual songs. Rebecca Black is another example of this phenom - her music video "Friday" is best understood as a demo for the idea of a new teen singer named "Rebecca Black." No one can possibly have taken it seriously as a music product. (A Hallmark marketing executive once told me the company was hoping to find its own "Emily," who could champion a series of cards but also other products.)Īnd while Rovio's Angry Birds wasn't originally an ad per se - unless you regard a free Android app download as an ad, which I do - it's now a whole bunch of other products. Now she's a full range of clothing and books, and has a small chain of stores. its not the cat that sings 'NYAN NYAN' over and over, it is the original voice synthesizer. Emily started life as a skateboard sticker. I hate the 'creator' of nyan cat for stealing the UTAU song and using it with an animated gif of 'pop tart cat'. The video follows the cat as it flies through space, leaving a rainbow trail. The marketing world began searching in earnest for media-agnostic brands like Nyan Cat in the 1990s, after Emily the Strange became popular. The video depicts an animated cartoon cat that has a Pop-Tart toaster pastry for a torso. It's no secret that sales of Hello Kitty have shrunk in recent years as the company has failed to develop new lives and stories for the 27-year-old moggy. (At least Nyan Cat actually does something - it flies through space! All Hello Kitty does is say "Hello.") Sanrio, in fact, will be playing very close attention to the progress of Nyan Cat. On paper, this makes a lot more sense for Nyan Cat than it does for Sanrio's Hello Kitty. UPDATE: Nyan Cat's Creator Talks to BNET About Marketing, Merchandising and Pirates.(Note how the youngest girl in this " kids react" video almost bursts into tears when the cat goes away.) How far could this brand go if "PRGuitarman" had a proper company behind him? There's no reason Nyan Cat cannot also be a stuffed toy, an animated TV series, a set of children's books or a line of clothing and accessories, bags and lunchboxes. Nyan Cat is already viral, and already spawning offline media properties. Put aside for a moment the fact that Nyan Cat is both irritating and stupid ("nyan" is the phonetic translation of the word in Japanese to describe a cat's "meow").
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