What Can Pac-Man Teach Us About Branding?

image ©Stefano Tinti / Shutterstock.com

image ©Stefano Tinti / Shutterstock.com

On my way to work yesterday, I heard on the radio that Google Maps turned into a game of Pac-Man. Sure enough, when I sat down at my desk, I was pleasantly surprised to find out that I could play the classic game through the streets of my neighborhood.

Although this particular game is a very entertaining surprise, I’m not at all shocked that this came from Google, which has made entertainment like this a trend over the years. There are countless Easter eggs hidden within the search engine, the homepage is constantly drawn or animated to depict historic events and April Fools’ Day jokes, like this year’s Pac-Man game, have become somewhat of a tradition.

So why all the fuss? Why waste valuable programming and design time to add these features to an already robust and well-known search engine?

Just look at what it does for the brand. I wouldn’t describe any other search engine as fun. Nor would I normally look forward to using one as I sit at my desk completing hours of research. But Google has developed a relatable, desirable personality that makes me want to use it over competitors. It’s not just a boring encyclopedia of information. It’s culturally relavant, engaging and enjoyable.

So how does this compare to your company? How are you creating a brand that makes your customers want to work with you? You may not have the reach that Google does, but you do have a story.

While you take time to think about that, I’m going to get back to Pac-Man, I mean, work.

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