Mediálne
In our advertising, it is remascoted and recharacterized. There seem to be agencies where you have a pretty decent chance of being "assigned" a character or mascot when you start working with them, regardless of your specific marketing problem.
Brand building and growth
The Ehrenberg-Bass Institute, currently probably the most influential school of thought about marketing (Byron Sharp, Jenni Romaniuk and others come from there), emphasizes the importance of distinctive assets for building and growing a brand (e.g. logo, font, slogan, shapes, colors, sounds, melodies, etc. .).
Such assets also include a character or mascot, whether animated, "real," animal, human, or personified. Research reported by Jenni Romaniuk shows that characters attract attention and score well on attributes such as Uniqueness and Familiarity (Building Distinctive Brand Assets, 2018).
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