Is it time for a brand character renaissance?
Brand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
The Meerkats. Smash Martians. Kevin the Carrot. Brand characters have been part of popular culture for more than five decades. However, in recent years mascots have fallen out of fashion, becoming more the exception rather than the rule in marketing.