We find them everywhere, on social media, on promotional items or on packaging. Whether they are funny, soft and/or giant, brand mascots are with us every day. Sometimes, we even know them well!
What is a mascot?
The very first mascot appeared in 1867. In a comic opera, it was named “The Mascot” by Edmond AUDRAN. The composer of the work puts in scene a young shepherdess supposed to bring luck as long as she will keep her virginity. This is the meaning of the word.
Today, we no longer consider mascots as lucky charms, but as carriers of brand identity.
A brand symbol that is close to its customers!
In the field of communication and marketing, the mascot is an indispensable tool.
According to a study conducted in 2013 by the OpinionWay polling institute, mascots increase consumer commitment to a brand by 43%.
There are four types of mascots:
- Animals (Matt from Opera-Conseil),
- The humans (Monsieur Propre),
- The humanoids (Les Fruits d’Oasis),
- The metonymics (M&M’s).
The choice of the mascot is therefore very important, because it will define the identity and values of the brand! We also note that the mascot is the link between the company and the customer.
It is therefore often necessary to use a Designer to give oneself every chance to make the right decision.
The advantages of the mascot are multiple:
- The company can showcase its services and/or products via advertising animations,
- The brand is better recognized,
- Allows to emphasize the brand image,
- Reassures the customer about the company’s services and/or products,
- Allows to create a long term loyalty for the brand,
- Allows a better visibility to the company on the stands or the displacements at the customers (ex: derived Objects)
Personally, I think that brands and companies will always need a mascot. Over time, I have seen an increasing number of mascots being created. Today, with the acceleration of social media, most brands want to get their own mascot so that in the long run it will be recognized by everyone.
And you, what do you think?
By 2030 with the evolution of digital, will the mascot remain an indispensable brand communication tool?