Work out your strategy?

[Habib01]

Honza has repeatedly emphasized the importance of a research-based strategy. Although “mascot branding” seems to be one of the most creative ways to build a brand , the creative side is only 20% of the process . The rest is done by getting to know your customers and developing a good strategy.

There were many interesting insights and tips during the interview, so we tried to summarize the most important ones for you.

Why (not) have a mascot
If you're thinking about a mascot, first of all, be clear about why you want one . Just because a competitor has one is not the right reason – quite the opposite. Do you need to build trust? A mascot is not the way to go here either.

Think about what the mascot should represent, what emotions it should evoke . Think of it as a hanger for stories, associations and values. And they must be really worth it, otherwise the mascot will be meaningless and even a cute, well-designed character will soon start to get boring.

From this brainstorming session, you will either conclude that a mascot is not the right fit for france phone number data your business - or the first chapter of the strategy has just been created.

Which mascot to choose?
A mascot must be attractive at first glance, but everyone will be attracted to something different. This is where researching your target group comes in , based on which you can create a persona and come up with something that they will like and be able to identify with.

You push a screaming alien in the way of the IT guys , who at one time seemed like nerds that no one understands.
For a drink that is intended especially for children , you choose a rabbit that seems to have fallen out of the eye of a favorite cartoon character.

But don't forget to also think about the values ​​and associations mentioned. For fabric softener, a soft animal is the right thing. For banking products, where you mainly expect seriousness and trustworthiness, not so much (and yet it is common practice in the Czech Republic).

[yadaysrdone]

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