Chapter six:
Deep Thoughts
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Fine-Tuning an Image: Corporate Mascots
McDonald’s is making over Ronald McDonald into a health-conscious, active sports guru. We take a look at some other icon changes and how it affects
David Altschul
June 8, 2005
The Mystery of the Missing Ad Icons
Scanning the list of nominees for the Advertising Hall of Fame, I’m struck first by the omissions—and what they tell us about brand Characters.
David Altschul
September 20, 2004
Brands with Character
As she struggled to revamp Georgia-Pacific Corp’s Angel Soft toilet tissue in 2003, Jill Mattos had to reckon with the angel problem. It seemed like…
David Altschul
May 1, 2004
Pepsi Enlists Canine Help
The North American division of the Pepsi-Cola Company is going to the dogs – to a dog, more specifically – to help stimulate sales of
David Altschul
November 26, 2002
The Inner Doughboy
How an army of admen battle to define and protect the true nature of the Jolly Green Giant, the Pillsbury Doughboy and other advertising spokescharacters.
David Altschul
March 23, 2000