Mascots are all the rage these days. A large gang of fluffy characters is slowly taking over the internet, popping up on our screens with their goggling eyes and goofy grins.
Apart from a mild distaste for overly cutesy things, I applaud this trend. A mascot provides a fun and memorable way for a company to express its personality. Where a CEO once stood (awkwardly waving), an all-singing and dancing mascot now stands, sings and dances. Meanwhile, the marketing team breathes a sigh of relief, happy to be 100% in control of the new public face of the organisation. (God bless fictional characters for not going on drunken rampages in front of the paparazzi.)
Imagine yourself a TV sitcom writer
I’d argue that the process is not wildly different to how a TV sitcom writer creates a character. After all, a mascot must be loveable, and to be loveable it must be human – that is, with its own personality and set of motivations in life.