The story of AFLAC’s duck is a great story. AFLAC’s CEO takes a chance on a crazy advertising idea: a duck that quacks the name of his company. Company name recognition goes from about 2% to higher than 90%, revenues go through the roof, he adapts the idea to a different culture, and achieves the same business success in Japan. In many ways, it’s a story that illustrates the basic principles of traditional marketing: customers have to be aware of your product before you have a chance to sell to them, and brand matters. A lot.
But the story also illustrates some of the basic tenants of Agile Marketing.