USE A RECURRING CHARACTER OR MASCOT

15. Use a recurring character or mascot

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USE A RECURRING CHARACTER OR MASCOT
  • Create a fictional character who will be the spokesperson for your brand and will feature in every piece of communication.
  • Whether it’s a talking animal, a cartoon monster or a human actor with super powers, it needs to be memorable.
  • Not just in looks but in its personality, mannerism and behavior.
  • Mascots have been hugely successful in advertising because they’ve allowed large companies to speak in one voice and present a single, consistent human face to the crowds.
  • It’s simply easier for the public to bond with a talking gecko or a two-dimensional duck than a troupe of nameless, faceless, characterless corporate executives.
  • Besides, those executives age, wrinkle and expand over time. A mascot, on the other hand, keeps its good looks forever.
  • A mascot can also speak to people of all ages, races and cultures.
  • And a mascot is scalable. It has value beyond a single ad.
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