---
title: "Fine-Tuning an Image: Corporate Mascots – Character – Experts on Brand Character and Story"
language: "en-US"
canonical_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/2005/06/08/fine-tuning-an-image-corporate-mascots/"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/2005/06/08/fine-tuning-an-image-corporate-mascots/"
content_type: "text/markdown"
---

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							![](https://characterweb.com/wp-content/uploads/2019/11/blog_img_thinker-177x300.png)								](https://characterweb.com/blog/)














### Fine-Tuning an Image: Corporate Mascots







								-
						[

							by
										David Altschul
									](https://ipa1ewmwkdvx8gk.onstatic.studio/author/daltschul/)


				-

										June 8, 2005










McDonald’s is making over Ronald McDonald into a health-conscious, active sports guru. We take a look at some other icon changes and how it affects the industry. 

Listen on NPR:

[https://www.npr.org/templates/story/story.php?storyId=4694540](https://www.npr.org/templates/story/story.php?storyId=4694540)

Guest: 

**Jim Hardison**, creative director, Character LLC







								-

							categories:

				[Brand Characters](https://ipa1ewmwkdvx8gk.onstatic.studio/tag/brand-characters/), [McDonalds](https://ipa1ewmwkdvx8gk.onstatic.studio/tag/mcdonalds/), [Press](https://ipa1ewmwkdvx8gk.onstatic.studio/tag/press/)



















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