Title: A Documentary Exploration of Brand Mascots: Why They Diminished, What They Offer Today, and How They Could Become Branding’s Hidden Asset
Over the past two years, I’ve been developing a documentary that centers on a facet of branding that I believe deserves greater attention: mascots.
Mascots are among the most powerful distinctive brand assets available. They have shown to be significantly more effective at capturing branded attention than logos or slogans, according to Ipsos. Yet in contemporary branding, they’ve often been sidelined.
In the film, I speak with leading experts, including Paul Feldwick, Jenni Romaniuk, Orlando Wood, and Phil Barden, to explore:
- The mechanisms behind why mascots work—scientifically, emotionally, and creatively
- The reasons they fell out of fashion amid performance-driven marketing paradigms
- The renewed interest in mascots as brands embrace AI, social-first storytelling, and more engaging content
- How smaller brands can leverage mascots in addition to large FMCG players
If you’d like to watch, here’s the full documentary:
👉 YouTube: https://www.youtube.com/watch?v=JHBbOQ0iOrI
I’d be interested to hear your perspective. Have mascots lost their edge, or are we simply hesitant to embrace entertainment in branding? Have you created mascots for brands yourself?
Notes for readers:
– Mascots are highlighted as a potent, underutilized asset in brand strategy.
– The discussion covers scientific, emotional, and creative dimensions of mascot effectiveness.
– The piece also considers the evolving landscape with AI and social storytelling.
