From cartoon mascots to full-fledged personalities, how far can brands go in creating their real-world counter-part?

Brand “creatures,” as Grant McCracken calls them, have developed considerably from the days of Mr. Clean, taking on more personality, backstories, and in the case of Virgin Mobile's latest “Sparah,” even gaining celebrity love lives. How far can brands take these embodiments?

Harvard Business Review

EXCLUSIVE MEMBER CONTENT
PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in