---
title: "Character Longevity – Character – Experts on Brand Character and Story"
language: "en-US"
canonical_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/2005/11/01/character-longevity/"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/2005/11/01/character-longevity/"
content_type: "text/markdown"
---

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














### Character Longevity







								-
						[

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


				-

										November 1, 2005










The corner of Madison and Vine is littered with the bones of characters whose handlers thought they could “contemporize” them to make them more relevant. 

[CharacterLongevity](https://ipa1ewmwkdvx8gk.onstatic.studio/wp-content/uploads/2020/02/CharacterLongevity.pdf)







								-

							categories:

				[Brand Characters](https://ipa1ewmwkdvx8gk.onstatic.studio/tag/brand-characters/), [M&Ms](https://ipa1ewmwkdvx8gk.onstatic.studio/tag/mms/), [Press](https://ipa1ewmwkdvx8gk.onstatic.studio/tag/press/)



















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