How to Strike While the Iron Is Coming In! Brand Trend Strategy: This Is How High-Performing Companies Do It

In a rapidly changing marketing environment, the way brands remain in people's memories has also changed significantly.

In the past, ‘strong stimuli’ like eye-catching advertisements or big discounts were important, but now it is a little different.

Now, it has become more important what kind of story a brand has and whether that story aligns well with people's current interests or mood.

People do not simply consume information.

Let's linger longer on relatable stories and emotionally charged scenes, and share them more.

So, nowadays, trends often start with ‘emotionally charged content’ rather than sensational content.

The ‘Monkey Punch’ (#がんばれパンチ) case, which recently garnered worldwide attention, emerged precisely from that trend.

🐵 The monkey punch that captured the world's attention, #GanbarePunch

Recently in Japan, the story of a baby monkey named 'Punch' who was abandoned by his mother became a big topic of conversation.

Punch, who was born at the Ichikawa Zoo in Chiba Prefecture, Japan, was not cared for by his mother immediately after birth and ended up being raised by zookeepers.

During this process, Punch started relying on IKEA's orangutan doll as if it were his mother and always carrying it around in his arms.

Given the instinct of baby monkeys to cling to their mothers for psychological security, this doll was more than just a simple toy to Punch; it was his only sanctuary.

However, Punch's adaptation process, where he had to learn hierarchy and form relationships within the monkey troop, was not as smooth as expected.

She was captured desperately hugging a doll whenever she felt anxious in an unfamiliar group, and as this scene was released in photos and videos, the public reaction spread rapidly.

Beyond a simple reaction of "cute," the public expressed deep empathy and protective instincts toward the baby monkey that had to adapt to an unfamiliar environment alone, without a mother figure to take its place.

This emotional bond led to a natural cheering culture online.

As the hashtag #GanbarePunch—combining her name with the Japanese word 'Ganbare,' meaning 'keep going'—spread, global messages of encouragement for Punch continue to this day.

🏢 IKEA Quickly Jumped on the Trend: The Reason They Are Called Good at Their Job

As mentioned earlier, the doll Punch held and relied on was an IKEA orangutan plush toy.

As Punch gained attention on social media, people's eyes naturally turned to the 'IKEA doll' she was holding.

In this process, IKEA Japan seized the opportunity and quickly captured people's attention.

While many brands try to piggyback on trending memes and end up with a counterproductive effect, IKEA Japan was different.

IKEA Japan joined the support by visiting the zoo on the 17th and donating orangutan dolls and supplies.

#がんばれパンチ 트렌드를 Instead of viewing it merely as a promotional opportunity, we chose a method that naturally blends into Punch's narrative.

Due to this The public came to feel deep trust and affection for the IKEA brand, and the awareness of the products also increased.

We have been able to reap significant promotional benefits not only at IKEA Japan but also at branches worldwide, including Spain and Hong Kong.

🗂️ Responding to Trends: This Is How High-Performing Brands Do It

To respond quickly to character trends, you must remember these three principles.

Brands are starkly divided into high-performing and low-performing brands depending on whether they remember or forget this principle.

🧑‍💼 Character trends are an important opportunity to change your brand's value and image!

The cases of Punch and IKEA give us an important lesson.

The advantage of character IP is that it captures consumers' emotions rather than being a product, making them remember the brand for a long time.

Just as the doll played the role of a ‘mother’ to Punch and that scene became a symbol of ‘comfort’ and ‘warmth,’ character IP can also completely change a brand’s value and image depending on ‘how it is connected.’

If you want to find a deep connection with consumers, identify a character that best conveys your brand's message and give that character a heartfelt narrative.

Consumers will respond to that sincerity and become strong fans of the brand.

If you are looking for a character narrative that is a perfect match for your brand, you might want to check out the characters at Inner Booth that will add value to your brand!

Inner Booth has over 4,000 domestic and international characters registered, so you can find a character that fits your brand.

The easiest and fastest way to character collaborations—join Innerbooth right now!