--- title: "David Altschul – Page 5 – Character – Experts on Brand Character and Story" language: "en-US" source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/author/daltschul/page/5/" content_type: "text/markdown" --- ### Author: David Altschul ### [ Something to Buy Into ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/05/05/something_to_buy_into/) I’ve been thinking a lot recently about handy tools marketers can use to test their brands for latent story energy. One idea–of which I was [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/05/05/something_to_buy_into/) May 5, 2009 3 Comments ### [ The Sixth Sense ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/03/24/the_sixth_sense/) If you liked the TED Talk I sent last month about robotics, bioengineering and the state of the economy, you will probably also appreciate this [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/03/24/the_sixth_sense/) March 24, 2009 3 Comments ### [ The Ultimate Reboot ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/03/09/the_ultimate_reboot/) I just got back from the TED Conference and I heard a lot of optimistic notes amid the chaos and gloom of the current financial [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/03/09/the_ultimate_reboot/) March 9, 2009 No Comments ### [ My Brother the Archaeologist ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/01/15/my_brother_the_archaeologist/) When we began this practice, almost a decade ago, I was quite impatient with what I saw as the “pretence of science” that seemed to [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/01/15/my_brother_the_archaeologist/) January 15, 2009 3 Comments ### [ Brand Characters Never Get Depressed ](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/10/30/brand_characters_never_get_depressed/) We’ve been fielding a lot of calls over the last few weeks from folks wanting to spruce up their brand characters. Since we started our [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/10/30/brand_characters_never_get_depressed/) October 30, 2008 No Comments ### [ Is Your Business Doing Better than Your Brand? ](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/10/14/is_your_business_doing_better_than_your_brand/) A couple of months ago, we were preparing for Character Camp on one of the world’s most visible brands. One of the executives responsible for [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/10/14/is_your_business_doing_better_than_your_brand/) October 14, 2008 No Comments ### [ The Scrooge Effect ](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/06/04/the_scrooge_effect_1/) I read The Economist, and I generally agree with their point of view, especially on matters of business and finance. A couple of months ago [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/06/04/the_scrooge_effect_1/) June 4, 2008 No Comments ### [ Being Juan Valdez ](https://ipa1ewmwkdvx8gk.onstatic.studio/2007/10/16/being-juan-valdez/) You know Juan Valdez: He’s been the rugged, mustachioed icon of Colombian coffee since 1960. That’s when a Madison Avenue ad agency, realizing the potential… [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2007/10/16/being-juan-valdez/) October 16, 2007 No Comments ### [ Who Do You Love? ](https://ipa1ewmwkdvx8gk.onstatic.studio/2007/05/01/who-do-you-love/) There were compelling reasons to send Juan Valdez off to the old folks home for advertising ex-celebs. The fictional coffee-growing icon had been featured in… [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2007/05/01/who-do-you-love/) May 1, 2007 No Comments ### [ Mascot Makeover ](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/09/01/mascot-makeover/) When Pepsico wanted to differentiate its Mug root beer from competing products, it called David Altschul, the co-founder of a small marketing firm called Character… [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/09/01/mascot-makeover/) September 1, 2006 No Comments ### Back to all posts