Experts emphasize the valuable role mascots play as brand ambassadors, personifying the brand and building concrete connections with consumers, as exemplified by Wally Goose for Wawa and Pete for Stinker Stores.
Having a memorable mascot, like Pete for Stinker Stores, can drive consumer engagement and loyalty, with requests to purchase branded merchandise, making it a powerful tool in fostering brand recognition and customer connections.
When considering a mascot, brands should focus on distinctiveness from competitors and authenticity to the brand, especially crucial for retailers targeting younger demographics like Millennials and Gen Z, who seek genuine connections with brands.
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