Brands with well-developed mascots have a head start when it comes to drumming up buzz, Andy Sernovitz writes. Quaker Oats demonstrated that by allowing "Cap'n Crunch" to blog and tweet in the first person, creating a backstory about his trips to sea and allowing him to ask fans for advice on developing the brand. "The Cap'n is always in character -- and this is a fundamental part of the brand's strategy," Sernovitz writes.

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