Recently, that mouse who started it all, to paraphrase Walt Disney, turns 90. And he’s one of history’s most lovable and hardest working mascots. Disney has long topped lists of the world’s most powerful brands, and, once upon a time, not too long ago (10 years or so), reports showed that the friendly rodent had an astounding 98 per cent recognition rate among children ages three to 11.
That’s what a furry little creature can do. But you don’t have to be as big as Disney to make a brand mascot work for you. And these days, with content marketing, social media, and video, companies can get more leverage out of a character than ever before, engaging audiences, building brand loyalty, driving retention, and helping to clarify complex ideas – which is particularly useful for sports organizations and brands involved in sports sponsorships.