Have you seen this video yet? If not, please take three quick minutes to watch it now. You won't regret it.
I find so many things interesting about this video.
First, it's incredible how accurate she is. Some brands throw her, like Monster- "Those are little... squirgs"- and Boeing- "an outside space", but for the most part she's pretty spot on!
Based on this one child (although a sample size of one would not be permissible by any statistician), we can assume brand recognition begins at a very early age. The way she talks about some brands, you might even argue she exhibits brand loyalty. Now, I don't mean to say that this 5-year-old understands the concept of brand loyalty in the same way that we do as adults. She's not making any purchasing decisions, but it is interesting to hear her use language that indicates preference.
She doesn't identify the Starbucks logo as "Starbucks", but rather "THE coffee logo". BP is deemed "gas" and Pepsi is "the pop". Most likely she heard her parents or other adults express their brand preferences at one point, and she absorbed their loyalties in turn. We learn that her grandpa works at GE, and I bet you her parents are Mac or iPhone users.
Other brands that are specifically targeted to her demographic, like Disney for example, are recognized immediately. "That is the Disney." I'm sure McDonald's beams with pride to hear her correctly identify their golden arches and even associate it with french fries. Their branding strategy is clearly effective.
I also got a kick out of her brand confusion. Big companies work SO hard to distinguish their brands, but when it comes down to it, some of them just looks really similar. Greyhound, Jaguar and Puma are all deemed "cheetah". I feel you, sister. Big cats and dogs are hard to keep straight.
I could talk about this little girl all day long. Don't even get me started on the fact that she seems to have picked up on Pizza Hut's relationship with Pepsi. She's one smart cookie!
To close, is anyone else astounded that she knows what a chili looks like?! I don't think I had ever even seen a chili until I was at least 10 years old, and even then I probably just identified it as a pepper. I wonder if this is a regional thing? I was just about to say she must live in the Southwest, but then I remembered the "[soda] pop" comment.
What are your thoughts on this video? If you have children, do you catch them responding to marketing?