For a small publisher like GameCock, getting noticed amidst all the noise and clutter is no easy task. When you’re just one droplet in an oceanic industry dominated by a handful of very big names and a plethora of very small ones having a bold brand is essential. Especially when the average consumer only has any kind of relationship with the major players, developing and maintaining brand awareness can pose a profound challenge.

When SouthPeak interactive announced that it was to acquire GameCock earlier this week many questioned whether the young publisher, renowned for its flamboyant publicity stunts, would be a becoming addition its portfolio. However, SouthPeak is apparently unfazed by the prospect of taking ownership of a company that routinely turns up to trade-shows dressed in rooster outfits. In an interview with Edge, Melanie Mroz, CEO of SouthPeak said: "We like the fact they injected a little fun into the industry. We're not worried about them."

SouthPeak has not just acquired one of the most promising young publishers in the industry, though that is certainly half of it. The whole truth is that it has got its hands on a strong, invigorating and fast emerging brand which resonates strongly with both consumers and the rest of the industry. The carefree antics of the GameCock team are responsible for creating this ethos that surrounds the brand and makes it so attractive to small, talented developers and consumers looking for something in the industry to connect with beyond the corporate behemoths that make up so much of its public face. Out of all the businesses in the industry of GameCock’s size how many have such strong brand recognition and how many entertain the same kind of coverage and interest?

It was strong branding - with a little push from Sony - that saw Media Molecule’s debut title escalate from simply a neat idea into what many are lauding as the PlayStation 3’s defining experience. Admittedly 'Little Big Planet' and GameCock are playing two slightly different games though the point remains the same. Powerful, invigorating brands play a huge part in cutting through the clutter and past the big franchises, letting smaller namers steal a little piece of real estate in the minds of consumers for themselves. GameCock may not have released any world-beating titles just yet, but the fact it has such a reputation regardless increases the chances of it landing such a title and when it does, getting the coverage it needs to make the most out of it.