Aligning Brands and Their Mascots
We looked at different industries’ most popular corporate characters to see if their messages mesh with their applicable brands.
In a cluttered media environment where brands have to stand out among the rest, a funny and unique character can quickly grab a viewer’s attention and raise awareness and mindshare even when character attributes do not match up with the brand.
Sometimes it is a matter of recognition first, message second. Or it may be the desire on the part of the brand to be seen as more lighthearted and down to earth. Either way, understanding how consumers see brands and their mascots is an important first step in the branding mission.
E-Score Brand can be used together with Character and/or Celebrity to gauge how well a character and brand align.