How Far Can Brand Personas Evolve? [Headlines]
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