Get the Signal from Groundspeak
Groundspeak is the pioneer in the geocaching
industry. Geocaching is a high-tech
treasure hunting game played throughout the world by adventure seekers equipped
with GPS devices. The basic idea is to locate hidden containers, called
geocaches, outdoors and then share your experiences online. Over the last 15 years this privately held
Company has expanded from 3 founders to 70 full-time explorers obsessed with
building a worldwide community of adventure seekers. Their passion for interactive outdoor
technology has planted more than 2,000,000 trackable gps treasures, they are
explored in 185 countries, and have more than 6,000,0000 customers worldwide.
In addition to blazing the trail in the hi-tech
outdoor technology they provide us some very valuable lessons in brand creation. First, they have an incredible story that is
fun and easy to tell in less than 1 min and 37 seconds (See video).
Their story and company create a unique community that is an easily
identifiable; yet has unending mission. Like
any organization of people once they join they are continually looking for ways
to connect personally, maintain uniqueness, and simplify their message. Early on in the brand development at
Groundspeak they decided a frog with and antenna to receive a signal would be a
perfect way to represent their brand.
Launching Signal the Frog® has manifested a frenzy of supplies that are
sold to a community with his character likeness printed on them. Check out their retail shopping website
to see how Signal has become the brand stamp on everything from bowling shirts
to water bottles.
Signal the Frog® has become as important a character
icon to Groundspeak as Mickey Mouse is to Disney Corporation. Developing a brand character is extremely valuable
to organizations that have complex, unknown, and unique attributes. Human nature allows our minds to simplify
content and to think in terms of images.
A frog symbolizes nature. Young
children have been known to chase frogs.
Antenna’s on cars or radios are known for receiving signals. Let’s face it, Signal the Frog ™ is a lot
easier to way to introduce the term and sport geocaching than explaining cache’s,
global positioning satellites, and trackable technology.
Developing a character brand icon like
Signal the Frog™ is the best way to introduce people to your brand in a fun and
memorable way. When your character is
accepted by your community it will also create an additional profit center for
your organization. When you create a
brand character that is in demand from your community, you are one of the few
organizations that have a measureable value on your brand and ROI. (Return On Investment)
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