Question

Topic: Branding

How Would People React If You Brand As Modern

Posted by zishe25 on 12/4/2013 at 9:57 AM ET 250 Points
I would like to brand a new construction toy as a modern toy. I call it modern on the basis of modern art in the painting field i.e. reaching the same target but in a more original way. Now I would like to know if there are ways of convincing people that it's a modern construction toy and if they get convinced would they buy it because of it.
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RESPONSES

  • Posted by Moriarty on 12/4/2013 at 10:19 AM Accepted
    If you want my honest opinion, children want virtual construction toys these days. So you're going to have to find those children who are still playing with toys, rather than just watching them on a screen.

    You could also take the angle that there's a difference between watching toys on an iPad or TV and actually scattering stuff across the floor (which my children told me was the real fun of toys).

    What are your thoughts on this approach?
  • Posted on 12/4/2013 at 10:43 AM Accepted
    To get a real answer to your question you'd have to ask your target audience. Who might buy whatever it is you are selling?

    My gut reaction is that if the target audience sees the product and understands what it is then THEIR description (unprompted) is the best word to use. Words like "modern" don't really communicate any benefit and could connote different things to different people.
  • Posted by saul.dobney on 12/4/2013 at 11:20 AM Accepted
    'Modern' as a phrase tends to date over time. For instance Modern Art is more than a century old and was superceded by post-Modern. And the word 'modern' in advertising makes me think of 1950s and 1960s ads - "the latest in modern design". Where it sort of works is in "modern classic" for something that is just well-designed and timeless which in construction toys for me at least, would describe Lego.

    Alternatives might be innovative, techy, wizzy, revolutionary, smart...
  • Posted by Jay Hamilton-Roth on 12/4/2013 at 11:24 AM Accepted
    For a toy, it's not what you say about it that counts. It's what your target audience says. Is it non-stop fun? Parent & educator approved? Does it improve test scores, happiness, good interactions, etc.? That's what ultimately matters.
  • Posted by Gary Bloomer on 12/4/2013 at 8:10 PM Accepted
    Having worked in museums for the better part of 25 years, the use of the word "modern" in connection to art is misleading. Current day art is referred to as contemporary, so it's difficult to know what you're attempting to do. Who ... in an ideal world ... is your ideal buyer?
  • Posted by zishe25 on 12/5/2013 at 7:03 PM Author
    Thank you for your advice. Do you think that educational or creative is a bigger catch? More people tend to search for educational toys, but creative sounds more pulling.
  • Posted by Jon Hungerford on 12/5/2013 at 7:51 PM Accepted
    I think what Moriarty said was a good point. Kids these days generally want virtual, not physical, so you may have to look closely at who you're going to be selling to. Could it perhaps be the parents or carers of children who want to get their kids off the computer and playing in the real world? Then you'll need to make sure your language speaks to them and their concerns.

    What age group is this toy aimed towards? Is it something like Lego?

    Re the educational vs. creative question, there are others who would be more qualified than I to answer, but again you need to think of what would impact your ideal customer. To me, "creative" sounds fun, exciting, interesting whereas "educational" can perhaps sound stuffy, boring and restrictive, BUT it also raises images of discipline and personal growth which are positive attributes.

    So it comes back to: determine who your customer is (not who you think or want it to be), then find out what words resonate with them. Many different ways you could do this eg. face-to-face interviews, adwords etc. Also good opportunities to determine other aspects of your business strategy (distribution channels, advertising mediums, etc.)

    Sorry if it's frustratingly vague, but these answers need to come from you and your market, there's no way around it if you're serious about success.
  • Posted by Moriarty on 12/6/2013 at 10:57 AM Member
    I'd like to add something here. My feeling is that you should be targeting the daddies here. After all, they're the ones who have a son and want to play with the toys they had as a kid. Your toy fits that description nicely.

    My thinking is as follows: a very young child doesn't know about possessions - they just play with what's around them. If I was cooking I'd give Tom a wooden spoon and a biscuit tin and he'd be cooking along with me, cutting up things with his spoon (in his imagination of course!) and popping them into the pan and all that kind of thing. So kids will play if someone else is playing too.

    So aim at the fathers (or mums) and get them to play with it - and the young kids will play along. Great for families, great for daddies (they can play making things and messing up the front room, right??).

    If you like this approach, let me know what you think, give us some feedback and we can come up with some more ideas. Or if you don't, the same thing applies: at least we know what you don't like. Mind you, it's not really up to you - it's up to your customers!
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