Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Corporate Mascots

Corporate mascots are actors who portray made-up characters, created exclusively for your company. They are usually unknown to the public until they debut as your company spokesperson. Examples of famous corporate mascots are the Pepperidge Farm man, the Marlboro cowboy, the Maytag repairman, and Mr. Whipple. Properly positioned, these spokespeople engender interest, loyalty, and even affection.

Today, companies do not go this route as much as they did in years past. Instead, many just use models and unknown actors to pitch products without injecting any personality into the nameless spokesperson. They even forgo a polite introduction, such as “This is Anne Smith for Better Household Products.” As you would expect, this nameless, ...