---
title: "Press – Page 2 – Character – Experts on Brand Character and Story"
language: "en-US"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/tag/press/page/2/"
content_type: "text/markdown"
---

### Tag: Press



















###
			[
				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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###
			[
				Waiting for Dinner on the Apprentice			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/10/11/waiting-for-dinner-on-the-apprentice/)





This Thursday, the task assigned by Donald Trump to his candidates on the Apprentice is to design a character for the Dairy Queen Blizzard, along…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/10/11/waiting-for-dinner-on-the-apprentice/)




			October 11, 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

			No Comments








###
			[
				Brands with Character			](https://ipa1ewmwkdvx8gk.onstatic.studio/2004/05/01/brands-with-character/)





As she struggled to revamp Georgia-Pacific Corp’s Angel Soft toilet tissue in 2003, Jill Mattos had to reckon with the angel problem. It seemed like…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2004/05/01/brands-with-character/)




			May 1, 2004

			No Comments








###
			[
				Pepsi Enlists Canine Help			](https://ipa1ewmwkdvx8gk.onstatic.studio/2002/11/26/pepsi-enlists-canine-help/)





The North American division of the Pepsi-Cola Company is going to the dogs – to a dog, more specifically – to help stimulate sales of



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2002/11/26/pepsi-enlists-canine-help/)




			November 26, 2002

			No Comments





























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