The visual of the USC Trojan mascot thrusting his sword into the Los Angeles Coliseum 50 yard line turf is forever etched in my memory. As a kid watching on TV, as a student cheering from the stands and now as a proud alum, it has stayed with me. USC’s Trojan is timeless, unique to the university and well respected across college athletics. Each school has their own mascot backstory that should be viewed as a program brand building vessel. So why aren’t they used for more than just firing up the crowd during games? WHAT IF you leveraged the popularity of YOUR school’s mascot to build your brand through a new avenue? WHAT IF you gave your mascot a voice on social media? The content and storytelling opportunities are endless. The University of Miami and University of Oregon are two good examples of starting points but their mascot handles’ POVs don’t fully echo or support the overall program’s brand yet. WHAT IF you gave your fans, students and alumni a unique POV through your mascot’s lens, both literally and figuratively? Not only will this be widely entertaining but more importantly, it can become a new platform to build your program’s brand positioning.