Chapter six:
Deep Thoughts
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My Brother the Archaeologist
When we began this practice, almost a decade ago, I was quite impatient with what I saw as the “pretence of science” that seemed to
Brand Characters Never Get Depressed
We’ve been fielding a lot of calls over the last few weeks from folks wanting to spruce up their brand characters. Since we started our
Is Your Business Doing Better than Your Brand?
A couple of months ago, we were preparing for Character Camp on one of the world’s most visible brands. One of the executives responsible for
When Founder Brands Founder
It is interesting to see the vacuum that can be created with the loss of a charismatic leader and the way a brand can founder
The Scrooge Effect
I read The Economist, and I generally agree with their point of view, especially on matters of business and finance. A couple of months ago
The Ghost of Jared’s Pants
I was in a Subway the other day—the restaurant, not the train. I like Subway. I feel good about myself (read: healthy) when I eat
Being Juan Valdez
You know Juan Valdez: He’s been the rugged, mustachioed icon of Colombian coffee since 1960. That’s when a Madison Avenue ad agency, realizing the potential…
Who Do You Love?
There were compelling reasons to send Juan Valdez off to the old folks home for advertising ex-celebs. The fictional coffee-growing icon had been featured in…
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…
Licensology: Character Principles
In marketing, the most important function of a brand character is to serve as a point of emotional connection between the brand and its audience.
Refilling the Role of Juan Valdez
After 37 years, Carlos Sanchez is hanging up his poncho. What’s that? You say you’ve never heard of him? Well, you probably do know his…
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 …