Chapter six:
Deep Thoughts

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Mascot Makeover

When Pepsico wanted to differentiate its Mug root beer from competing products, it called David Altschul, the co-founder of a small marketing firm called Character…

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The Story of Os

More than 60 years ago, Cheerios were introduced to a cereal aisle far less abundant with choices than the one we know today. Cheerios …

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Something Fishy This Way Comes

Move over, cast of “Four Kings.” Make way, Carrie, Samantha, Charlotte and Miranda. Step aside, Four Seasons. Here comes a quartet of snack-cracker characters to…

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Character Longevity

The corner of Madison and Vine is littered with the bones of characters whose handlers thought they could “contemporize” them to make them more relevant. 

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Character Study

Take a minute to think about the Trix Rabbit. Not easy, mind you. He’s just an advertising image, a means to sell cereal to children…

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Problems Worth Solving

Most new products are originally designed to serve a functional need. Marketers are brought in—often after the fact—and charged with fashioning a veneer…

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