Date: 15/03/2017 | By: Philippe Ingels

Why smart brands use characters


 Smart brands use characters in their marketing. BizSmart Select Member Philippe Ingels of WAKSTER helps his clients to use characters that create wow factor and make their brands irresistible. He explains exactly how this works below, and you can find out more about this by listening to his webinar here.


Our story begins around 10,000 BC. Life was kind of simple. You had to do two important things:

  1. You had to find food, and
  2. You had to try not to become food

Other people were important in this for the following reasons:

  • They saw things you missed
  • They gave you useful stuff, and
  • They offered you great services like getting eaten instead of you.

There was a problem, though: not everyone offered the same quality of products and some offered really bad services.

Figuring out who you could trust and work with was a big problem.

After much deliberation, we figured out a really cool formula that involved analysing things such as body language, tone of voice, logical consistency and emotional expression.

But it turned out to be very, very complicated. At least, you couldn’t sit and think about these things before deciding to trust someone. It would take too long.

To solve the problem the mind came up with a clever solution: it notified us about the result of all its calculations with a single emotion called Feel Good.

If you had a good feeling about someone you were OK to trust them.

Today you have loads of people who want you to have their products and services.

With all that noise it has become difficult to figure out whom you should trust.

The question now is: “where is this Feel Good in all this Blah, Blah, Blah”

And that is why smart brands use cartoon characters.

What do characters give you?

  • Characters promise you a Feel Good experience that gets the brand through the door.
  • Characters are synonymous with entertainment – Captivating, Refreshing, Resonates, Great Personalities, Fun Stories, Emotional Connection, Engaging, Different, Memorable. These are all part of the feel good formula.
  • Entertainment automatically puts you in a more relaxed mood.
  • And when you’re relaxed you’re more inclined to pay attention to what someone is telling you.

But does the character necessarily imply the product is good?

No, but it says a lot about the people behind the product.

It says that they care about how you feel about them and their products and services.

And if they care about how you feel they are going to make sure they look after you.

All things being equal… that’s a pretty important difference.

 For more on this topic, listen to Philippe’s webinar here.

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