Marketers get bored with the very things that drive consumer success – usually at exactly the point they start having proper impact.

System1’s data is brutal on this point. Ads featuring brand characters averaged 3.8 Stars on their long term brand building scale. Celebrity spots averaged just 2.7.

Brand character ads registered significantly greater short term sales potential too: a 1.38 Spike Rating versus 0.86 for celebrity ads.

brand characters are among the most powerful DBAs that exist for driving branded attention and recall. On average, they significantly outperform most other distinctive assets including celebrity endorsements.

And brand characters don’t come with celebrity baggage. The gecko doesn’t have a podcast to promote. Brand characters lack the reputational... See more