Create a character that adds interest, story value or recognition to your campaign.

Could be an actor playing a role. Or a cartoon character. Or a dead politician. He, she or they are all "created" characters because you define the role they play in the advertising.

While a brand character must represent a characteristic or the personality of the brand. An invented character does not.

Some of the world’s best advertising campaigns have been built on invented characters. And the best of these characters frequently do not reflect the brand or even demographic profile of the target audience.

Like a good movie or book, your character needs to be interesting. Different. Unexpected. With lots of personality. Quirky behavior. Or strongly expressed views.

These engaging, out-of-the-ordinary characters will grab attention, and by grabbing attention, they will help communicate your sales message because they break through the clutter, stand out from the crowd.