Brand mascots. Even the name sounds like a relic of the past. Given their sometimes polarising nature and the marketing community’s general desire for more ‘sophisticated’ design, it’s surprising that mascots still hold such value today. But they do.
In fact, in an age where brands are seeking to interact with us more often, more directly, and in more places than ever, they’re having a moment. They can transcend languages, build closer connections with consumers, and become distinctive in record time when used in combination with other assets. No wonder Ipsos found that 16% of mascots made the gold standard.