Ollie Ollie In Come Free

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As my kids get older, I am amazed that they use the  same expressions in their games and daily play that I did when I was their age. I did not tell them any of these but they have picked them up on their own, somewhere. It made me think about how powerful it would be if you could create your own slogan or brand reputation that is passed from user to user or even generation to generation. There are certainly examples:

• Have a Coke and a Smile
• Good to the last drop
• Snap, crackle and pop!
• I'm a Toys R Us kid
• A diamond is forever
• Got Milk?

And then there are famous characters from Ronald McDonald, the Donut Man, Burger lady, Marlboro man, Flo, and the Geico Gecko as well as  iconic firms like Coke, IBM, Apple, and others that have enjoyed a long held brand respect in the market they serve.

I am wondering with the noise of all the social media platforms if it will be easier or harder to have a long lasting  impact in the marketplace like the ones referenced above. The item that was "it" yesterday can be torn down and replaced extremely easily now and that has huge implications on developing brand equity. Given the power that has been transferred from marketing departments and media agency's to the end user we may see the consumer become the generator of the next great brand or slogan. The hard part will be giving up the control over the message, but that is already happening so the sooner you can embrace it the better off you will be.

Ollie Ollie in come free - who will be next?