The other day I had an argument with someone whether brand mascots are overrated and celebrities have taken charge over the seat. I was not in favour because brand mascots are the brand’s identity.
An identity could be a form of representation for the brand. It could be anything from animal or animated object figure that stands as its frontman or as a spokesperson.
The aim of the mascot is to communicate on behalf of your brand; and a medium to demonstrate the product or service applications.
While brand mascots should be an essential marketing element for the brand, brand ambassadors may not be always a better investment.
Let me explain:
1. Brand mascots (same) are to stay for most of the life-cycle of the brand. They are not changed or revised frequently because of the marketing spends. Hence, mascots can represent the brand as loyalists and reliable.
2. Because of their longtime association with the brand, mascots helps with brand recall instantly, unlike ambassadors who keep changing.
3. Brand mascots can be easily placed on all their marketing properties such as posters, packaging, billboards, etc.
4. Brand mascots can develop an emotional connection with the customers.
5. Brand mascots is a powerful tool that be leveraged by brands to expand their business and reach new demographics.
We have seen some consistencies by brands such as Amul as in Amul girl, Vodafone as in Zoo Zoos, Air India as in Maharaja, M&M characters, etc. over the years.
Cover photo courtesy: Business Insider
