{"id":20297,"date":"2018-08-30T17:32:00","date_gmt":"2018-08-30T21:32:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20297"},"modified":"2026-09-24T17:37:26","modified_gmt":"2026-09-24T21:37:26","slug":"terrified-of-ai-let-moogsofts-cow-character-be-your-sage-guide","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/terrified-of-ai-let-moogsofts-cow-character-be-your-sage-guide\/20297\/","title":{"rendered":"Terrified Of AI? Let Moogsoft\u2019s Cow Character Be Your Sage Guide"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thinking about artificial intelligence typically conjures up images of faceless robots on a mission to systematically take jobs away from human beings. The last thing consumers imagine they might see are loveable, gentle cows. This unexpected branding twist allows San Francisco-based AI company, <a href=\"https:\/\/www.moogsoft.com\/\" target=\"_blank\" rel=\"noopener\">Moogsoft<\/a>, and its cow character mascot to stand out from the tech herd. Moogsoft\u2019s new brand officially launches on August 30th&nbsp;and a blessed bovine is acting as its sage guide.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/08\/Moogsoft_ZenCow.jpg\" alt=\"Moogsoft_ZenCow\" class=\"wp-image-9431\" style=\"aspect-ratio:2.4402985074626864;width:3270px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">For those who aren&#8217;t familiar with the company, Moogsoft is a company that uses patented AI to reduce the incoming flood of IT alerts and tickets to human operators. Over the years as the business took off, so did the expanded narrative surrounding its iconic cow. This cow was never meant to be an ordinary farm dweller with little more on mind its than chewing cud. It was meant to serve a greater purpose within the brand\u2019s architecture as a zen mentor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Matthew Harper, Vice President of Corporate Marketing at Moogsoft, has successfully utilized brand archetyping throughout his career. The process has taught Harper that the greatest stories ever told have recurring characters. There is the hero, who overcomes hardship to achieve greatness. A secondary character, the sage, helps coach our hero. This type of mentorship allows the hero to move forward in their journey and achieve greatness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While many brands choose to act as hero to consumers, Moogsoft\u2019s hero is its customer. Moogsoft, according to Harper, is the sage. The brand helps shine a light and give the hero the insight they need to overcome adversity. Here, the adversity means taming IT\u2019s modern complexity and finding and fixing customer-impacting problems where they occur.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/08\/Moogsoft_Product.jpg\" alt=\"Moogsoft_Product\" class=\"wp-image-9430\" style=\"aspect-ratio:1.8107744107744108;width:2689px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIf you look at the execution in our new key art and illustrations, you will see the relationship between these two characters,\u201d Harper explains, \u201cOftentimes, the relationship is within the context of a cultural riff like the Myth of Sisyphus or Michaelangelo\u2019s The Birth of Adam.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The greatest stories that feature heroes and sages often shroud the sage with a bit of mystery. We don\u2019t know the name of the Moogsoft cow and it\u2019s likely we never will either. While the initial character was developed internally, boutique design and animation studio <a href=\"http:\/\/studiomisfit.co\/\" target=\"_blank\" rel=\"noopener\">Studio Misfit<\/a> developed the ethereal cow the world sees today.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AJ Leon, CEO and Creative Director at Studio Misfit, worked closely with Moogsoft to bring their cow and its personality to a higher character power. \u201cOur initial goal at the beginning was to develop a notable, loveable, and reliable character, which would be the embodiment of Moogsoft\u2019s brand mark and vision.\u201d Leon says. That character\u2019s influence would extend to every expression of Moogsoft\u2019s brand, covering the website, social media platforms, and even branded t-shirts.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/08\/Moogsoft_Home.jpg\" alt=\"moogsoft_home\" class=\"wp-image-9432\" style=\"aspect-ratio:1.5446153846153847;width:4016px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Studio Misfit team spent an entire summer working on dozens of iterations of the Moogsoft cow. The bovine needed to stay within its sage parameters, assisting the heroic customer while keeping AI fears at bay. \u201cWe wanted to leverage this conventional epithet, and visually articulate it in an artistically playful way, thereby transmogrifying the idea of fearful omnipotence into a friendly cowgod. This cowgod descends from \u2018the Cloud,\u2019 with one sacred purpose \u2014 to alleviate the suffering of DevOps teams the world over. For the consumer, this is an amusing and useful alternate narrative, and for Moogsoft it allows them to be affable, while retaining their indelible sage brand attributes.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As for the Moogsoft cow designs that didn\u2019t make the cut, Leon assures me that we will get to see them throughout the next six months. Many of these cows will find their way to different extensions of the Moogsoft brand. The cow, in all its forms, will serve as a vehicle for telling simple, relatable stories about the transformative power of Moogsoft\u2019s technology through character-driven narratives that show scenarios \u201cwith Moogsoft\u201d versus those \u201cwithout Moogsoft.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One more thing the cow wants to be? Fun! Harper is proud that the Moogsoft brand has always been colorful and full of inspiration. Moogsoft is able to connect with audiences on a human level, while still carving out a unique identity space within the industry. \u201cJust because it\u2019s technology and B2B marketing doesn\u2019t mean it has to be boring.\u201d Harper notes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keep calm, carry on, and\u2026 Moo!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Thinking about artificial intelligence typically conjures up images of faceless robots on a mission to systematically take jobs away from human beings. The last thing consumers imagine [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Terrified Of AI? 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