What really jumped out at me was the “puppet data” argument: it’s wild how consistently characters outperform yet so many big brands are still stuck in abstract vibes instead of building a memory structure people can actually recognize and care about.
Apple leaning into a mascot feels like the clearest signal yet that even the most minimal, product‑driven brands are realizing they need a character to carry the story across formats and decades—not just a logo, gradient, or founder cameo.
Just don’t call it a Distinctive Brand Asset. It is a mascot, it is an element of a brand, it is tangible element and even strategic. But don’t use puffery of words that makes every trained MBA or accountant cringe. It is not an asset
I really loved this piece, Stef.
What really jumped out at me was the “puppet data” argument: it’s wild how consistently characters outperform yet so many big brands are still stuck in abstract vibes instead of building a memory structure people can actually recognize and care about.
Apple leaning into a mascot feels like the clearest signal yet that even the most minimal, product‑driven brands are realizing they need a character to carry the story across formats and decades—not just a logo, gradient, or founder cameo.
thanks Alex! Exciting times ⚡
This is so good and so spot on
Thank you 🤟
Just don’t call it a Distinctive Brand Asset. It is a mascot, it is an element of a brand, it is tangible element and even strategic. But don’t use puffery of words that makes every trained MBA or accountant cringe. It is not an asset
Why not? If it has brand equity? Intangible assets have real value too?