On NewsTalk 96.5 KPEL's 'Brand Buzz' this week Jaci Russo discussed the effective use of mascots to brand a business.

According to Jaci,

It's about character and when you look at national companies that have done this really well, Geico with the Gekko, Flo at Progressive, Ronald McDonald at McDonald's. There's lots of examples. And so it's about how can you build a character for your business? What is the personality of your business that your consumers will connect with and get their attention?

When asked why mascots of years past were so successful Jaci said,

These characters are ingrained in us at an early age and they stay with us.

We asked why characters were so good for advertising purposes Jaci replied,

You have more control if it's more than just a hired actor. If Flo as a person, the actor that plays Flo finds herself in a little bit of trouble a la' Pee Wee Herman...all of a sudden they've got a big problem on their hands because they've got a PR fiasco on their hands that they're going to have a hard time managing. But if you have an animated or created or costumed character you control it.

To hear the entire discussion click on the blue arrow below:

To get more great information on branding visit Jaci's blog www.razorbrandingblog.com. You can even download a free e-book.