---
title: "Press – Character – Experts on Brand Character and Story"
language: "en-US"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/tag/press/"
content_type: "text/markdown"
---

### Tag: Press



















###
			[
				Tony Rogers and Kurt Kane on Courage and Storytelling			](https://ipa1ewmwkdvx8gk.onstatic.studio/2019/12/12/tony-rogers-and-kurt-kane-on-courage-and-storytelling/)





Two of my favorite marketers recently did an episode of the CMO Moves podcast together. Among other things, they do a great job of describing



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2019/12/12/tony-rogers-and-kurt-kane-on-courage-and-storytelling/)




			December 12, 2019

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###
			[
				Serious Tips for Silly Humor			](https://ipa1ewmwkdvx8gk.onstatic.studio/2016/09/08/serious-tips-silly-humor/)





My partner, Jim, has just published his first novel, Fish Wielder, an “epically silly epic fantasy of epic proportions.” Of course, I urge you to buy



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2016/09/08/serious-tips-silly-humor/)




			September 8, 2016

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###
			[
				The Ghost of Jared’s Pants			](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/01/28/the-ghost-of-jareds-pants/)





I was in a Subway the other day—the restaurant, not the train. I like Subway. I feel good about myself (read: healthy) when I eat



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/01/28/the-ghost-of-jareds-pants/)




			January 28, 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

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###
			[
				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








###
			[
				Licensology: Character Principles			](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/07/01/licensology-character-principles/)





In marketing, the most important function of a brand character is to serve as a point of emotional connection between the brand and its audience. 



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/07/01/licensology-character-principles/)




			July 1, 2006

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###
			[
				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

			No Comments








###
			[
				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

			No Comments








###
			[
				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

			No Comments





























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