‘It’s game over for facts’: how vibes came to rule everything from pop to politics

Brand Lore

• Brand lore is about evolving from brand guidelines to a brand universe.


• Duolingo's Duo the Owl exemplifies this by becoming an internet celebrity, unlike Tony the Tiger, who remains just a mascot on a box.


• The key is turning a brand asset into a relatable brand character.


• Duolingo succeeds by mining comment sections to create storylines ba

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