So many props wanting to promote, advertise, and “market” to a potential fan base…
Far too many in relation to almost zero props to bring beautiful, well designed products to retail.
For all this talk of the “next Hello Kitty”, it seems there is little to no consideration put into why Sanrio never does any of these proposed activations, ad campaigns, and other (pricey) efforts, and instead focuses on beautiful, carefully curated product, with attention placed on where the brand is found, and which tribes to collaborate with ( and when not to ), supported by cafes, gallery exhibitions and events once a faithful tribe and ubiquity has been established .
The answer to the above is because not only do ads, activations and marketing not work, it can be damaging, to both new character brands and existing ones.
It is my hope that we see 100 props to actually put things into the world for every 1 prop to promote… and IMO, 1 is 1 too many.
We have nouns on the ground, and that’s as awesome as it gets. IMO, we’re good now. Awesome.
Other territories, like Japan, Korea, Hong Kong or China- would be a massive disservice to turn to “ads”. Awful idea.
It would be far cheaper, in general, to slowly, with care, bring incredible consumer goods into the world via nouns, create a sense of discovery and wonder, slowly over time… over years… become one with culture on a global scale, VS broadcasting via what are essentially ads.