Home > People > Gorilla Glue: Is Glue Social?

Gorilla Glue: Is Glue Social?

There’s nothing social about glue.  It’s sticky, messy, smelly and either works too well or not at all. I recently stood in the aisle of a hardware store overwhelmed by the number of glue products vying for shelf space.  An unexpectedly attractive bottle of Gorilla Glue stood out.  It’s smooth packaging fits easily in the back pocket of my jeans, and the amber liquid looks more like honey than adhesive.  It’s edgy copy made me giggle. This is not your father’s glue.  Hardly what you’d expect from a multipurpose polyurethane adhesive manufactured by the Gorilla Glue Company of Cincinnati, Ohio. 

I wanted to know who invented Gorilla Glue, and I went online to learn more.  I tweeted a photo of my bottle of Gorilla Glue, and immediately fans responded.

Gorilla Glue

Is Gorilla Glue, the actual company, on Facebook or Twitter?  No, yet, customers are raving about the polyeurethane product and discussing how they use it.  The company is silent.   


How does Gorilla Glue get so much attention within social media without a corporate presence?  Is glue social? Who wants to talk to Gorillas or glue or companies that make adhesives?  
What does Gorilla Glue understand that other companies do not understand?  Companies are not social, people are social.  A brand cannot be social without the people who support it, use it, market it, praise it, or even critique it.  Gorilla Glue is social by letting the people behind their brand control the conversation. The company allows customers to guide their online conversation and share their praise and gore; allows its marketers to take a risk with unglue-like, sexy instructions; and even pokes fun at it’s hokey image by challenging customers to arm wrestle the Gorilla on their website.

Many companies believe that social media success is determined by the number of Facebook fans or by increasing Twitter retweets.  These companies have overlooked their key assets and the only way that brands can be social – customers and employees.  

Let the people behind the brands be social, and the brand will be social.  It is that simple.


  1. noelle
    August 16, 2010 at 5:55 pm

    amen, sister!

  2. Liza Sperling
    August 22, 2010 at 5:52 pm

    Thanks, Noelle. Your support means the world.

  3. Liza Sperling
    August 22, 2010 at 6:04 pm

    @heroweb I think it’s simple, you think it’s simple. Now how to get companies to give it a shot?

  4. Liza Sperling
    August 22, 2010 at 6:33 pm

    @MikeStearns if exciting is frustration w/ hypocrisy, yes, but I never imagined a career w/o emotional investment.

  5. noelle
    August 24, 2010 at 9:50 pm

    your posts alway get my brain ticking . . .

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