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Creative Branding:
Brand Characters

Bring the brand to life as a person or a created character to represent at least one aspect of the brand, such as personality or visual identity. Here are three ways to do that.

1 Create a dramatic role for a real person to play

In North America there's Jack of Jack 'n The Box fame. He actually has some clever things to say, unlike the deposed King over at Burger King or the mute Ronald who plays the clown for, uh, what's the name of that fast food restaurant?

One advantage of a Jack, Mac or King is that they wear costumes, so anyone can play them, which means they can live for a long time, and their appearance can be updated as styles change.

Brand characters

2 Create an imaginary, illustrated or animated character

Here are some examples:

- The battery powered Bunny for energizer batteries. He just keeps on "going, and going and going ..."

- Mr. Opportunity for Honda. He comes knocking on your door with great deals!

- Tony the Tiger for Kellogg's Frosted Flakes breakfast cereal. He gets your day off to a "Grreeeeeat!" start.

- The Geico Gecko wants to help you save 15% on car insurance in 15 minutes.

3 Turn the product into a person.

Or give the product human characteristics, such as the ability to talk.

Or take one aspect of the product and blend it into a person, such as camera lens eyes.

The world's oldest brand character, the Michelin Tire Man is a personification of he product, a stack of tires.

Brand characters

> Every Creative Director set includes:

- All 10 creative branding techniques.

- The 3 essential ingredients of world-class branding campaigns.

- Over 150 example branding ads in digital, traditional and social media.

- Plus, complete branding campaigns from leading technology, finance, health and beauty brands.