Millman, D (2012). Brand Bible, The Complete Guide to Building, Designing, and Sustaining Brands. Massachusetts: Rockport Publishers.

For at least 4,000 years, man has marked cattle with red-hot branding irons to prove his ownership. Literally millions of designs have been originated-some romantic, some dignified, some even comical- to distinguish herds. There is a true story behind every brand, frequently a tragedy, a comedy, a tender romance, more often a proclamation of hope.

-Irons in the Fire: Cattle Brand Lore, Oren Arnold. (Millman, 2012: 8)

Whilst regarding Moshi Monsters I do not think they should be marked with red-hot branding irons, nevertheless Oren Arnold does have a point, ownership. Originality, asked to do a collaboration not just do what everyone else is doing and putting their name on it. Moshi Monsters needs a whole world created for them, one big story.

A brand collection which will include:

-Brand identity,

-Consumer experience and

-the interconnected package (Millman, 2012: 116)

Inspirarion: Facebook:

-Facebook has more than 750 million active users,

-About 70% of Facebook users are outside the United States,

-The average user has 130 friends,

-Facebook is translated into more than 70 languages,

-50% of active users log on to Facebook in any given day. (Millman, 2012:146)

-People spend over 700 billion minutes per month on Facebook.


Aspirational growth such as Facebook for Moshi Monsters. Watch this space 😉



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