*The following is an excerpt from the book Brands Win Championships*
Mascots have become media darlings in the last few years. Between Capitol One’s Mascot Challenge and ESPN’s consistent use of mascots in their commercials, mascots are more relevant than ever. If you don’t have a mascot, get one. If you’re not in the mascot challenge, find a way in. If you haven’t sent your mascot’s uniform to ESPN’s studios, do it now. Mascots are a great way to get your brand out in front of people. Another hammer to the nail. Don’t underestimate anything at your disposal. Pull every lever you have to keep your brand top of mind.
When it comes to the appearance and presentation of your mascot, go back to your brand story. Your mascot becomes a walking and talking version of your story. There are very few areas where you can be more transparent about who you are as a program than through your mascot. Mascots have no shame—that’s the point.
Similarly, your mascot’s actions speak just as loud as his or her appearance. Mascots have a license to do just about anything during a game, which opens the door for you to choreograph activities and stunts that further establish who you are as a program. Think very carefully about how your mascot represents you, and use those moments to help solidify your identity.