Mr. Six: The Brand Icon That Wouldn't Die

Ha! What a cheap spin. Shame on you, Angelina.

nice discussion.......

"Misguided" was the right word to begin with. This post on Mr. Six was written over the summer, but still just as true today: http://bit.ly/15XnIw

There is simply nothing fun about this campaign or icon. It's creepy, and while I agree Angelina that love and hate are equally powerful forces in branding, I'm not sure "distaste" is something I'd be shooting for.

If Six Flags is relying on Mr. Six to bring them to salvation, then I'm betting on the entire company being deep-sixed altogether.

Want to fix the company? Step one should should be clean up the parks - has anyone been to a Six Flags lately? They're a mess. Step two would be to stop letting people fall out of roller coasters. How many times are we going to hear news stories like that over the summer months? These are basic branding issues that reflect the company's reputation. Finally, Step three would be to develop a new campaign from scratch - believe it or not, there are ways to be memorable and loved, without giving the impression that old, scary men who look like pedophiles are running around the park.

Jason Miletsky
CEO, PFS Marketwyse
Author, 'Perspectives on Marketing' and 'Perspectives on Branding'

http://www.getperspectives.com

http://twitter.com/jaymiletsky

C'mon...who in the organization called it "misguided"? Based on what? Who brought this icon onboard in the first place and is that person still there? She made it sound like it was a decision made lightly. In an age when franchises like Mr. Six are hard to come by, it doesn't make sense. Inquiring minds want to know...MORE.

Whatever you thinks of Mr. Six, you really can't deny its stickiness. While it wasn't really my cup of tea creatively, it generated recognition. And my young nieces would get up and dance every time the commercial aired.

What intrigued me was the campaign that replaced this one. The super-close-up face screaming "More flags! More fun!" creeped me out (and annoyed me) more than Mr. Six ever did. At least Mr. Six was a character, not a disembodied head.

The issues with Six Flags have nothing to do with Mr. Six. He is a debatable icon. Personally, I think he is the emperor's new clothes. I am sure he was brought back because he kept coming up in focus groups.

Six Flags is a mature product. Everyone has been there. It is expensive, really expensive. The parks are old. Unlike Universal or Disney, Six Flags are not destinations, so they have to draw from their nearest metro areas and everyone has been there. Tough problem.

But that stupid character is not going to make anyone come there, but if you brought me to a focus group I would remember him. And the more flags more fun campaign was dumb.