Spokespersons and Mascots Can Enhance or Dilute Your Brand

Just like advertising campaigns, taglines and logos, too often spokespersons and mascots are developed in a vacuum. They are created by an in-house team and perhaps an advertising agency with little regard for the organization's brand, its mission, core values and stakeholder engagement. As a result spokespersons and mascots are out of alignment with the brand and its brand champions. The outcome usually does not meet or exceed quantifiable expectations.

There are exceptions. I think the Verizon guy and the Progressive gal are strong associations with sustainable brands. Even though he has got a great deal of viral buzz, my jury is still out on Old Spice dude. The best example that I can think of for brand alignment and sustainability is the Energizer Bunny. It keeps going and going. Unlike other brands, Energizer has not got caught up in the mascot of the day trap. They know who they are and what they stand for. Talk about your long lasting brand champion!

What comes to mind for you in terms of best and worst case spokespersons and mascots?

Rex Whisman

BrandED Consultants Group