---
title: "David Altschul – Page 6 – Character – Experts on Brand Character and Story"
language: "en-US"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/author/daltschul/page/6/"
content_type: "text/markdown"
---

### Author: David Altschul



















###
			[
				Refilling the Role of Juan Valdez			](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/05/02/refilling-the-role-of-juan-valdez/)





After 37 years, Carlos Sanchez is hanging up his poncho. What’s that? You say you’ve never heard of him? Well, you probably do know his…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/05/02/refilling-the-role-of-juan-valdez/)




			May 2, 2006

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###
			[
				The Story of Os			](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/02/19/the-story-of-os/)





More than 60 years ago, Cheerios were introduced to a cereal aisle far less abundant with choices than the one we know today. Cheerios …



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/02/19/the-story-of-os/)




			February 19, 2006

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###
			[
				Something Fishy This Way Comes			](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/01/23/something-fishy-this-way-comes/)





Move over, cast of “Four Kings.” Make way, Carrie, Samantha, Charlotte and Miranda. Step aside, Four Seasons. Here comes a quartet of snack-cracker characters to…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/01/23/something-fishy-this-way-comes/)




			January 23, 2006

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###
			[
				Character Longevity			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/11/01/character-longevity/)





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. 



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/11/01/character-longevity/)




			November 1, 2005

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###
			[
				The Light and the Dark of Walmart			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/11/01/the-light-and-the-dark-of-walmart/)





Podcast on CMO (mp3 file), by David Altschul There was an item in Business Week this week about a war-room that Walmart has put together which is



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/11/01/the-light-and-the-dark-of-walmart/)




			November 1, 2005

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###
			[
				Character Study			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/10/14/character-study/)





Take a minute to think about the Trix Rabbit. Not easy, mind you. He’s just an advertising image, a means to sell cereal to children…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/10/14/character-study/)




			October 14, 2005

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###
			[
				Problems Worth Solving			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/09/01/problems-worth-solving/)





Most new products are originally designed to serve a functional need. Marketers are brought in—often after the fact—and charged with fashioning a veneer…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/09/01/problems-worth-solving/)




			September 1, 2005

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###
			[
				The Balancing Act of Building a Character			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/07/04/the-balancing-act-of-building-a-character/)





Virtually every brand character is originally created as a tactical, short-term effort to solve a specific advertising problem. But if the character strikes a chord…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/07/04/the-balancing-act-of-building-a-character/)




			July 4, 2005

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###
			[
				Fine-Tuning an Image: Corporate Mascots			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/06/08/fine-tuning-an-image-corporate-mascots/)





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



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/06/08/fine-tuning-an-image-corporate-mascots/)




			June 8, 2005

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###
			[
				The Mystery of the Missing Ad Icons			](https://ipa1ewmwkdvx8gk.onstatic.studio/2004/09/20/the-mystery-of-the-missing-ad-icons/)





Scanning the list of nominees for the Advertising Hall of Fame, I’m struck first by the omissions—and what they tell us about brand Characters.



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2004/09/20/the-mystery-of-the-missing-ad-icons/)




			September 20, 2004

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