Research, guides and practical tools.
A library designed to help marketers, communicators and brand teams understand, evaluate and implement character-led communications more effectively.
The evidence base for clients only.
Tools and frameworks.
What others are saying.
A selection of recent articles and thinking on the power of brand characters, from across the industry.
In a Fragmented Media World, Brand Mascots Are Becoming the Throughline
The Brand Beat · April 2026How brands like State Farm, Duolingo and Philadelphia Cream Cheese are treating mascots as active strategic assets.
Why brand mascots are back in business
Creative Boom · August 2025Why mascots are built for the pace of the internet but carry the staying power of heritage brands.
Why mascots are making a comeback in the AI age
Strategy Magazine · Spring 2026Mascots as antidotes to digital fatigue in an era of identical AI-generated visuals.
Mascots in B2B: The Secret Weapon You're Probably Ignoring
The Branding Journal · June 2025The practical B2B case for mascots, with examples from Salesforce, Mailchimp and others.
The Mascot Advantage: How Character-Driven Marketing Improves Retention
Trophy / Levels Podcast · October 2025How a half-ant, half-robot mascot drives retention and emotional engagement in a B2C app.
Related guides.
Open-access articles in the Character Library that go deeper on the topics above.