Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Fukuppy: Japan's Latest Attempt at Mascot Greatness Has the World Snickering

Fukuppy: Japan's Latest Attempt at Mascot Greatness Has the World Snickering | Integrated Brand Communications | Scoop.it

When the reaches of humanity's ability to create art looks for a metaphoric warning to address the disastrous arrogance of science, it creates Godzilla, a lasting icon of the world's nuclear past. When the reaches of humanity's ability to create public relations campaigns looks for a mascot to address the disastrous arrogance of science, it creates Fukuppy, a lasting icon of the world's nuclear present.

 

Welcome to Earth, Fukuppy; you will go down as one of the top three worst mascots of all time.

 

To get the giggles and eye rolls out of the way up front, "Fukuppy" is the new mascot for Fukushima Industries, a manufacturer of refrigerators. The damaged Fukushima nuclear reactor, which just saw radiation levels hit a two-year high, is located in Fukushima prefecture.

 
Russ Merz, Ph.D.'s insight:

Probably not an "exportable" #brand mascot...not exactly a "Tony the Tiger".

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Mascots top celebrities in social-media buzz

Mascots top celebrities in social-media buzz | Integrated Brand Communications | Scoop.it

If you're keeping score:  Pillsbury Doughboy, 10,  LeBron James, 1.

That's right, the familiar Pillsbury Doughboy mascot garners more than 10 times the social-media buzz related to its brand, Pillsbury, than celebrity endorser LeBron James does related to his biggest brand sponsor, Nike, according to research to be released Monday by Synthesio, a social-media monitoring specialist.

 

"LeBron probably brings a lot of value to Nike, but in terms of social media and Nike, he has virtually no value at all," says Loïc Moisand,  co-founder and CEO of Synthesio.  "If you're a marketer that wants to raise awareness in social media, it's useless to spend money on celebrities," he says.

Russ Merz, Ph.D.'s insight:

Implications for the use of spokespersons as a branding element. Mascots are controllable, can be responsive to brand fans in a consistent manner, and best of all, mascots don't cheat on their spouses.

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Scott Grodofsky's curator insight, October 28, 2014 4:03 PM

This article is about how important a mascot is to a brand. A good mascot is more important to a brand than a celebrity endorsement. Even though the celebrity endorsement will most likely cost a lot more to put there face on the brand than a mascot. The recommendation in this article is for companies to focus more of their time and money in finding a good mascot to promote their brand instead of paying millions of dollars too an athlete like Lebron James. The example in this article is showing how much more important the pillsbury doughboy is too the pillsbury company rather than Lebron James to Nike. That is because everyone looks at the Pillsbury Doughboy and remembers the brand. Not everyone knows Lebron James is promoting nike.