Brand characters have proven effective across many categories and media to create cut-through and build brands. Choice of brand character is often intuitive rather than strategic or logical. Brand characters should both be consistent and stay fresh over time.
Definition
A brand character is a non-celebrity, animate being. It can be human or non-human and is used to promote a product or service. Non-human characters include animals (real or animated), mythical creatures or product personifications. Characters can symbolise the user, the product or its action, or the issue the brand addresses.