Can A Mascot Bring Your Challenger Brand to Life?

September 10th, 2014 Written by


Think your brand might be a little tired, somewhat stale, too 2-dimensional? Need a shot of marketing adrenaline, a double brand espresso, some positioning glucuronolactone? Perhaps you need to bring your brand to life. A customized, branded, professional, bigger-than-life mascot might be just the tactic to give your marketing plan an energy boost.

A mascot is an anthropomorphication of your brand that expresses the organization’s personality, attributes and overall brand essence. We are not talking about a teenager in a cheap costume store monkey suit spinning a sign on a street corner promoting 50% off palm readings. These are professionally designed and produced characters that represent your brand with sincerity, pride and a little whimsy.

Quality mascots raise awareness and build excitement for the brand. In some cases, the mascot becomes the brand – Tony the Tiger, Ronald McDonald, Mickey Mouse, The Jolly Green Giant, Mr. Peanut, The California Raisins, Mr. Clean, The Geico Gecko, The AFLAC Duck and so many others. The best mascots are integrated into marketing campaigns as well as act as brand ambassadors both commercially and in support of community affairs. Mascots interact with your customers and prospects serving as a distribution vehicle for samples, coupons, special offers, etc.

Challenger Brands must be mindful when creating a mascot that the character appeal to their specific target audience and exemplify their brand. Creating a fuzzy teddy bear mascot for your company simply because it’s cute and cuddly may not resonate with your prospect. Cleverly conceived mascots like The Pillsbury Doughboy, The Michelin Man and The Energizer Bunny deftly communicate their company’s brand promise in subtle and intelligent ways.

Mascots can also be Social Media gold; essential to Challenger Brand success. Choosing a mascot and naming the character can be great Social Media contesting fodder. The travels and antics of your mascot can be regularly followed, chronicled and posted on various Social Media channels building an ever-enlarging audience and adding credible search value for your brand.

Let us know how we can help you bring your brand to life with an engaging and endearing mascot. They’re Grrrrrreat!

Until next time….

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