Brand Mascots | 10 Minutes On Brand by Focus Lab | Ep.5
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- เผยแพร่เมื่อ 3 ส.ค. 2021
- This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Bill Kenney discuss brand mascots. The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep. This episode's will dive into questions like: Why are mascots popular with B2C companies, but so rare for B2B? Is there an opportunity there? What does having a mascot accomplish?
We hope you enjoy this episode of 10 Minutes On Brand! Be sure to leave us any comments or questions. If you have a specific topic you'd like us to discuss in an upcoming episode, let us know.
#Branding #10MinutesOnBrand #mascot
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I love how this also runs parallel to what Gary Vee was saying about mascots as well. With the emergence of VR, AR and Web3, the possibilities for animated mascots are just endless.
Love this fellas! Personally I love making mascots for my clients as is does create a more robust visual language giving the client the opportunity to have an ongoing story to tell. I appreciate insights here about the B2B component as well, which really opens up a wide variety of untapped potential clientele.
Your intro title treatment and animations are so so good! Stellar video content. Stoked to watch the whole series.
Thank you! Credit for the titles and motion work goes to the incredibly talented Will Kesling. 🙌williamkesling.com
The first thing that came to mind were sports mascots! But in terms of B2B MailChimp is a big one. Really leaned into it with their rebrand via Collins.
A lot of good points in this conversation and I think because mascots are most well known as a sport element, maybe corporations don't want to seem less professional? It takes more work and buy-in to create a corporate mascot. They are like an additional employee if you think about it: do they live your brand values, what do they wear/look like, where are they used, etc. Takes time and effort to do these things!
Such a great point! We've seen a few companies including their mascot on the team page, because they do feel like an employee. We agree- Mailchimp's Freddie is well done and adds a lot of personality.
Lovely video! Thank you! I agree with most of the points. It helps also B2B companies to stand out and build rapport and connection. I also create digital mascots, but they are leaning towards the classical stylized style of mascots. If is there any way I could help just let me know. Thank you Will and Bill!
Interesting topic! It seems that the B2B companies with mascots, or even that are just less traditionally corporate in their branding, tend to be the ones who are primarily marketing to end users. It's when you start climbing up to those who are targeting senior decision makers, and in turn usually dealing with more expensive products and services, that they start getting more risk-averse.
I've noticed a similar thing in snowsports gear and equipment - often the more expensive the item, the plainer the design and colours will be. I guess because they don't want to risk turning away someone willing to drop that much money just because the person doesn't like some funky pattern. As you say though, if someone big made a success of it, everyone else would jump in too. We've seen the same thing with quirky illustration styles, so mascots don't feel a million miles away!
A great point! Quirky illustrations felt risky until they became more popular for B2B.
In South Africa we have the Zebra of Investec. ❤
Great listen and insight. I am in the process of creating a team brand logo/story to an innovation team within my work tech space. I want to include a mascot. Think 🤔 everything you shared tapped in and makes sense as to why I should create one to present. Thing is: what kind of mascot? A persona, a bird hum? It’s an innovation “hub” within a larger brand. Perhaps 🤔 nerdy, intelligent, geeky but approachable… Any ideas are welcomed 😊
Glad you found it helpful! Most of the brand mascots we've created were existing, tied in with the company name, or an element of the logo/visual language ended up having a lot of personality. Starting with those personality attributes is a great start. It's possible the more the brand grows and evolves, a mascot could happen organically. Also, WHAT the mascot is matters less than WHO the mascot is. Even a squiggle could make a great mascot with an intentional personality and great storytelling.
Hi, I’m starting my fashion brand mascot based on real human character, so how can I get appointment for consultation
Thanks, Dalia
Hi Dalia, you can fill out our contact form and someone will be in touch: focuslab.agency/contact
They're just showing mascots without showing any